Visit Sweden social experiment lets Ben Fogle and others enjoy Swedish island life

Visit Sweden is giving five people deemed to have particularly stressful jobs the chance to spend 72 hours living "close to nature" like a Swedish national.

Visit Sweden to help stressed workers to live like Swedish nationals for 72 hours
Visit Sweden to help stressed workers to live like Swedish nationals for 72 hours

The tourist board's cabin campaign, created in partnership with Weber Shandwick's Swedish sister agency Prime, will take place between 7 and 10 September.

British TV personality and broadcaster Ben Fogle, the UK travel writer Chris Leadbetter, and a police officer, event coordinator and a Parisian taxi driver will each occupy a small glass cabin on an island over the 72-hour period.

Researchers from the Karolinska Institute in Stockholm will monitor the participants' well-being, judging their stress levels based on parameters including pulse, blood pressure, problem solving and creativity. Results will be presented next month.

The Swedish Number

Visit Sweden's stunt follows another widely-praised campaign last year celebrating the the 250th anniversary of Sweden becoming the first country to abolish censorship.

The Swedish Number campaign, launched by the Swedish Tourist Association, allowed people from around the world to dial a number to talk to a random Swede (see video below).

The campaign, which picked up the Direct Lion Grand Prix at the Cannes Lions 2016, was designed to increase curiosity about Sweden, while also highlighting the country’s open and honest communication. PR agency Cohn & Wolfe worked on the campaign, alongside ad firm Grey New York and social media agency INGO. Prime itself also won three PR Lions in 2016.

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