Epitomising the sinister future of culture in Sweden to politicians through a fictitious governmental agency.

Riksteatern is an idea based cultural organisation with over 40,000 dedicated members. Many of these members are active in one of Riksteatern’s local non-profit theatre associations, working to make drama, dance and performing arts available to all people, all over Sweden.

Democracy itself is threatened as soon as politicians try to limit cultural policies. When the importance of cultural policies is not put in the spotlight, dark and separatist influences can begin to take over and corrupt.

Right before the Swedish national elections of 2018, Riksteatern approached us with an important issue:  how to best shed light on this worrying trend.

Our aim was to ignite a discussion between politicians and decision makers on the topic of cultural politics. Since our target group is not the easiest to engage, especially with such a complex question, our first challenge was finding what tactics and methodologies would give us a foot in the door.

Since we wanted to keep Riksteatern’s core purpose and values at the center of the campaign, depiction, theatre and performance, we worked closely with them in order to develop our concept.

Our solution was to illustrate what could potentially happen to culture in Sweden if cultural policies weren’t protected enough. With this mind, we came up with the fictitious Swedish governmental agency Swedish Center of Cultural Tourism – Svenskt Kulturturistcenter (SKTC).

SKTC’s purpose was to show what future Swedish culture might look like in a worst case scenario, reaching full bloom in the year 2026. The campaign demonstrated the consequences absent cultural policies.

Since our target group had shown little interest in discussing the issue, we decided to bring our cause straight to the politicians in Almedalen, Sweden’s biggest political event.

In order to catch their attention, we went for high visibility combined with numerous restrictions and recommendations.

For instance, we created an Almedalen map covering nearby attractions, clearly stating what should be appreciated versus what should be avoided at all costs. Our main motto was ‘art and culture should not excite, or in any other way affect the audience emotionally.’

During the week we also posted short videos with recommendations on Instagram. Posters, pins, earplugs and other merch were designed explaining the many rules and parameters that apply to varying artforms.

But how do we get the attention of more than 45,000 people during a week packed with over 4,500 events?  Well, we forced them to interact with us! Literally. We released SKTC’s ‘Cultural Experience Officers’ amongst the politicians and let them work their magic!

We successfully reached our target group and brought attention and renewed interest to the issue.

We received extensive media coverage for a long period of time. Although the activation campaign took place in June, the issue was still getting airtime on national Swedish TV  in August, with Riksteatern at the center, sparking further conversations just prior to the national Swedish elections.

Due to the extremely tight media budget, attention to this campaign was generated primarily through PR and organic spreading.

SKTC managed to literally put cultural policies on the map, and enabled Riksteatern to take the lead and be perceived as a beacon of free culture and cultural policies.

SKTC managed to literally put cultural policies on the map, and enabled Riksteatern to take the lead and be perceived as a beacon of free culture and cultural policies.

Our deliverables

Audience research and strategy

Concept development

Visual identity and tonality

Report research and production

Graphical production