A person was locked up in a small bunker in the center of Stockholm. He was prepared to sit there until someone took his place. Every hour, the door opened. If someone was there, he was free, if not he had to wait for another hour.
Philosophy
A person was locked up in a small bunker in the center of Stockholm. He was prepared to sit there until someone took his place. Every hour, the door opened. If someone was there, he was free, if not he had to wait for another hour.
Problem
In a time when the easiest way for people to express themselves and showwhat they care about is through social media, how do you attract young people to an occupation where you would have to give up your own comfort for others?
Result
During the total of 89 hours, 74 people sacrificed their own freedom for someone they'd never met. In fact, people travelled across the country to participate. In four days, the campaign site had over 100,000 visitors. The results were impressive, as the initial target of 4,300 applications more than doubled to 9,930 applications.