What do a priest, a teacher, and a lesbian truck driver have in common?

(No, this isn’t a joke.)

They’ve all tweeted on the official Twitter handle for the nation of Sweden (@Sweden). The project, Curators of Sweden, is a campaign by the Swedish institute and VisitSweden, both part of the National Board for the promotion of Sweden. The campaign makes Sweden the first nation in the world to launch such a campaign.

The notion is simple: Once a week, one of the nation’s citizens manage the @Sweden Twitter handle, and they can discuss anything—from daily events to their beliefs and opinions.

There’s no marketing, PR, or social media professionals behind the buttons—but real people. Thus far, it seems the government hasn’t imposed restrictions on their communication, and the result is an open and active interaction with followers.

“The idea is that the curators, through their tweets, create interest and arouse curiosity for Sweden and the wide range the country has to offer,” according to CuratorsofSweden.com. “The expectation is that the curators will paint a picture of Sweden, different to that usually obtained through traditional media.”

Will other nations follow suit? And what about companies—could this work inside an organization?

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