Crossing Boarders and Comviq
The Twitter Dress
The organisation Crossing Boarders’ mission is to include young people and make their voices heard. Our mission was to activate young people, and direct attention towards young people’s opinions in Almedalen, Sweden’s biggest and most important annual political venue. But how could we, when there was no room left?
With thousands of scheduled activities in Almedalen and 900 accredited journalists, the battle for attention is fierce. Traditional media is crowded during the week and we couldn’t afford to buy our space. So in order to bring young people’s voices to Almedalen, we needed to invent our own media.
We made a Twitter Dress – and brought the voices of young people to Almedalen. Unfiltered and in realtime. With a LEDlit dress displaying tweets and extensive media contacts, we created a unique wearable prcampaign. Young people used the hashtag #twitterdress and VIP:s lined up to communicate with the dress.
46 percent of the tens of thousands who visited Almedalen had heard about the dress and loads of tweets and Instagram photos were posted from young people and respected politicians. The news of a dress giving voice to young people spread all over Sweden. What may seem like a small campaign, for small voices, reached further than any other campaign in Almedalen.