Curators of Sweden

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Curators of Sweden is a social media campaign initiated by the government agency Swedish Institute and VisitSweden on Twitter. It launched December 10, 2011 with the main concept of a rotating spokesperson, or rather a curator, on the official[citation needed] Twitter account of Sweden, @sweden.


The concept originated December 10, 2011, when Swedish Institute and VisitSweden launched Curators of Sweden.[1] The project hands the official Twitter account @Sweden to a new Swedish person every week to manage, with the expressed goal to manifest Swedish diversity and progressiveness through their own life, personality and views.[2]

The campaign has been widely reported in media around the world[3][4][5][6][7][8][9] and inspired the launch of many similar projects. The Twitter account @PeopleofLeeds started January 15, 2012, where citizens of Leeds represent their hometown. January 18, 2012, @WeAreAustralia and @TweetWeekUSA, followed by @CuratorsMexico and @BasquesAbroad January 21. All of these are unofficial accounts without governmental influence or sanctions, unlike @sweden. They have recently been given a concept name of Rotation Curation.

Curators of Sweden was created by the Swedish agency Volontaire. The project won The Golden Egg (Guldägget) on April 17, 2012, received gold in the Clio Awards on May 15, 2012, and was awarded Grand Prix at the Cannes Lions on June 20, 2012.[10]

The project was closed in 2018.[11]

Rotation Curation[edit]

Rotation Curation, also #RotationCuration, is a social media concept where official and unofficial projects, countries, cities, companies, cultural, and, or other types of groups rotate their spokespersons, curators, every week.

Initially most of these projects all had a location in common, which saw the creation of the concept Location Curation, with the hashtag #LocationCuration. When the idea spread to organisations unbound by location the expression was abandoned. Because of their common concept of rotating the holder of the account, people on Twitter decided to use the expression #RotationCuration, which was coined by the Twitter user @auldzealand on March 22, 2012.[citation needed]

The block list in 2017[edit]

In 2017, the Swedish Institute blocked 14,000 Twitter accounts from interacting with @sweden. Among the blocked were journalists, authors, politicians (some elected members of the Riksdag), businessmen and ambassadors. When the block list was reported in the media, the Swedish Institute lifted the blocks and apologized.

When media, with support from the constitutional Principle of Public Access, asked to review the list of accounts that had been blocked the Swedish Institute deleted the document.

The Swedish Institute asked for an external review of the event. The review criticized the institute for blocking the accounts which had been done without regard of the Swedish constitution. The review also heavily criticized the institute for deleting the document in violation of the law.


  1. ^ @Sweden’s citizen driven nation branding is a global success - VisitSweden Archived May 23, 2012, at the Wayback Machine
  2. ^ Swedes’ Twitter Voice: Anyone, Saying (Blush) Almost Anything - The New York Times
  3. ^ @sweden's Citizen Driven Nation Branding is a Global Success - Reuters
  4. ^ Regular citizens now in charge of Sweden's Twitter account - Techland TIME
  5. ^ @sweden's Citizen Driven Nation Branding is a Global Success - Wall Street Journal
  6. ^ Twitter feed gives Swedes a new picture - BBC
  7. ^ Curators of Sweden - FOX News - YouTube
  8. ^ Swedish Mom Starts 'Breastfeeding Riot' - FOX News
  9. ^ @Sweden: the problems of rotation curation - Canvas8
  10. ^ Cannes Lions Cyber Grand Prix - Curators of Sweden
  11. ^ Farran-Lee, Lydia (3 September 2018). "Twitterkontot @Sweden lägger ner". SVT. Retrieved 3 September 2018.

External links[edit]