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25/01/2014 by

Like A Swede: Swedish Trade Unions Make Waves Online

Have you ever wondered why Sweden is ranked as one of the best countries in the world? Like a Swede is a remarkable campaign from TCO, a Swedish trade union confederation.

Like A Swede: Swedish Trade Unions Make Waves Online  - By Igor Beuker for

It is the story of how a collaboration between the employers’ and employees’ organizations can affect an entire nation.

Discover how an odd ad campaign celebrates opulent working benefits in Sweden.

Like A Swede – A Way Of Living

24 hours after the publication of the Like A Swede video, it became the second most shared one in Sweden. 5 Days later it is at 224.000 views and over 25.000 social shares, only topped by Volvo Trucks’ The Epic Split.

YouTube Preview Image

The aim of the Like A Swede campaign is to exemplify how everyone in Sweden can have the same benefits as only the very richest do in other countries.

But also to inform Swedes more about the unique model which distinguishes Sweden and its neighboring countries from almost every other country in the world.

Many look at the trade union as an insurance policy in the workplace. Things that are easily taken for granted in Sweden. That’s why TCO created Like a Swede.

A way to show how everyone with collective agreements in Sweden can enjoy the same benefits that are usually only available to the very richest in other countries

My Opinion

Although the video might never make our Viral Friday, I must say that the results for a video – in a small size local market – happen to be pretty good.

Next I like the fact that a trade union confederation is tapping into social video. And more industries now embrace video, as we explained in our recent story: 10 examples how to create winning pitches using video.

But the profound reason why I decided to cover this campaign is because I believe in: People, Planet, Profit.

Yes you can call me a hippie, but I like a better load balanced society or as I call it: Collaborative ecosystem, not EGOsystem.

So I know that this topic might be controversial, and that the campaign might shake-up conversations among citizens and politicians around the globe.

Indeed when the Swedes travel overseas and talk about their parental leaves and long holidays, people can’t believe it.

In comparison to Sweden, US president Barack Obama signed his landmark healthcare bill into law in 2010!

Can you imagine how long it would take the USA to transform to the Swedish model?

Ending with a big compliment: TCO, way to go. Same for creative agency ANR BBDO.

What About You?
How do you rate this TCO campaign? How do you feel about the Swedish system? We would love to see your opinion and shares.

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About the Author
Igor Beuker is an acclaimed trendwatcher & pro speaker, serial entrepreneur, marketing consultant and board member at several disruptive media, technology and entertainment firms. Book Igor as keynote speaker, follow Igor on Twitter or contact him via LinkedIn.


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