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Swedish PR firm 'enters' US presidential race

Swedish PR firm 'enters' US presidential race

Published: 06 Nov 2012 14:35 GMT+01:00
Updated: 06 Nov 2012 14:35 GMT+01:00

Controversial Swedish PR agency Studio Total has thrown itself into the frenzied last hours of the American election, after creating and launching the Swedish Party in a bid to get Americans talking.

“We wanted to see if we could reach America,“ Studio Total CEO Per Cromwell told The Local.

“We think it is important to highlight that many of the issues discussed could be seen in a different way from just the traditional Republican versus Democrat.”

The party, which was launched on Monday, already has a website and a Twitter account and the agency has since the launch been bombarding US news rooms with information about the new party.

“If the US was to become a part of Sweden, and be run like Sweden, the US would yet again prosper,” the party wrote in a statement sent to several news outlets including The Local.

The party programme outlines the Swedish Model with free healthcare, free education, a balanced budget and neutrality in foreign affairs.

“Swedish model vs American model: Social security vs Social Insecurity,” the party wrote in one of many tweets posted on Tuesday.

“This is the moment to put America back on the path to prosperity! Vote late - Vote Swedish Party,” another tweet read.

The campaign, which had first been intended for a client who turned it down, has since been used as a project for the agency’s four interns.

One of these, Johan Toresson, is the designated presidential candidate despite not being an American citizen.

“In these times of deficits and social insecurity there’s really only one option. And it’s us. It’s me, you. Hard working American families deserve the best, and this is what the Swedish Model will give them,” Toresson wrote in the statement.

Creating a political party in order to encourage debate isn’t new to the agency.

In 2005 they created Kulturpartiet, (The Culture Party) and launched it during the annual Almedalen political week in Visby to encourage more debate about culture politics in Sweden.

“This time we wanted to see whether we could get as far as America,” Cromwell said.

The main aim with the project is to start people in the US talking about the big picture and not just focus on too narrow politics.

“We feel as if they sometimes get stuck and don’t see beyond the Democrats and Republicans. There are other ways of building a society,” Cromwell explained.

And according to Cromwell it is important that the US solves its problems or there is a risk that it will affect world politics.

“The current American model doesn’t seem to be working that well,” said Cromwell to The Local.

Studio Total has been known in Sweden and abroad for their somewhat unorthodox methods of creating buzz. Most recently they made headlines after dropping "pro free speech" teddy bears over the Belarusian capital.

Other recent projects also include the launch of the fake Austrian International School of Sex (AISOS), which made headlines across Europe and beyond.

Rebecca Martin

Follow Rebecca on Twitter here.

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Your comments about this article

15:43 November 6, 2012 by Cephalectomy
oh so you are worried about the usa only ? how about some other countries who badly need help or advice ?
21:14 November 6, 2012 by tercel
Free healthcare, free education -- ARE NOT FREE, someone HAS to pay for it. Virtually all the states in the US must have a balanced budget, the federal government is exempt from this law. I have no idea what percentage of Swedes pay federal taxes but in the US 49% of the population pay no federal taxes. In order to have your so called FREE healthcare and free education 100% of the population in the US will have to pay federal taxes. That is something the democratic party is totally against.

Neutrality in foreign affairs, WHY oh WHY did the US not think of that after WW1? If we had you would either be speaking German or Russian now. This is easy for someone to say this who lives in a country with a population smaller than the greater New York City metro area. Your birth rate in 2011 was 10.24 births per 1,000. Your death rate in 2011 was 10.21 per 1000. Your country is on the path to extinction. Yet there is a bright light if you can call it that, it is estimated by current births and immigration Sweden's muslim population will reach 40% by 2030 or 2035. Then the only difference between Sweden and Pakistan will be where you find them on the map.
01:41 November 7, 2012 by SandKat
I thoroughly enjoyed reading the website of The Swedish Party Of America. I wish. I think such thinking is considered impossibly utopian here in the US, and I'm sure that most Americans would not believe that such a place could ever exist. Probably, many Swedish believe that the US is a democracy. We vote - does that make us a democracy? I find that plutocracy is much more accurate. I think our political choices are rather narrow. Really, the only party choices are the Republican and Democratic parties. In rhetoric, they seem to differ, sometimes greatly. But in policy, in almost all policies, they differ very little. In most cases, money controls our politics and policies. This is even more true now that corporations are considered to have the rights of a person. Money, BIG money, can be spent to determine almost any policy in any state or in the US in general. This is true no matter who has the money, although it is usually derived from big business. Increasingly, open thought is discouraged in the US. Just try questioning Homeland Security, the Patriot Act, or any of our many wars. Frankly, I question whether we even have a free press anymore. Certainly, seeking a wide range of opinions is more difficult. Thank goodness for the internet.

This has been fun. Its nice to think that maybe, just maybe, rationality still exists somewhere in the world.
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