Broadcasters that rely on a license subscription for income are often backed by legislation that requires anyone who owns a television set to pay a fee. TV fee advertising tends to be very authoritative in tone, and often focuses on the consequences that face anyone who evades payment. Swedish TV fee administrator Radiotjänst wanted to communicate the importance of the public broadcast model to the younger generation of Swedish that tend to take free content for granted. Mindful that this generation grew up with Internet access and were used to operating in digital environments tailored to suit their own preferences, Radiotjänst created the Hero website. This interactive movie turns the viewer, and by extension the potential TV fee payer, into the hero of the world. This way, instead of pointing fingers at evaders, the participants in the license scheme are empowered.

Figures from campaign launch in November 2009 to this date (April 13, 2010).

The viral has spread to all countries in the world. Even North Korea.

1.6 million Hero films have been created in Sweden alone.

9.4 million Hero films created worldwide.

30 million unique visitors, which is never before seen for a community fee institution in a country with a population of 9 million.

500% more than the initial goal registered in the first 8 weeks trough the application. In an all but saturated market. Customer service has also received requests from foreign citisens to pay Swedish TV fee, inspired by the campaign. The positive approach and the Hero campaign have generated a massive boost in PR for Radiotjänst. Broadcasters from other territories have also been inspired by the positive approach and expressed an interest in licensing the idea to their markets.

Sweden has approximately 6 million households and 90% of these already pay their broadcasting fee.

5.2 million unique views in Sweden29 million unique viewers worldwide 1.6 million unique movies made in Sweden9.4 million unique movies made worldwide500% more than the initial goal registered for billing through the application. (Swedish households)All countries in the world have seen the movie (even North Korea). As to our knowledge, the biggest interactive viral made so far.Data from Google Analytics (2010-04-13).