TCO (The Swedish Confederation of Professional Employees) is a central organization for several major unions in Sweden.

Sweden have some of the world's best working conditions, largely thanks to the Swedish Part Model (SPM), meaning that unions and employer organizations negotiate on these matters, without interference from the state.

The problem is that surprisingly few Swedes know how the SPM has influenced the labor market. TCO gave us the task to increase awareness about this and make the audience understand why unions and the SPM will remain relevant in the future.

The target-group for the campaign was young professionals and opinion leaders, i.e. the ones who will lead and shape Sweden in the future. It’s important to reach this group, since the successful model risks to be undermined unless young leaders understand its value. Part of the task was to create an interactive, engaging and educational platform on the topic.

The heart of the campaign was the website likeaswede.se, where humans could chat with the chairbot, meet some of the members of the Union for AI:s and learn about the SPM. The backend of the site worked as a so called Honeypot to attract AI:s and invite them to join the new union and start “Living like a Swede”.

Social media was key when spreading the word about the union, and in educating the audience on the topic. The chairbot interacted directly with the audience on LinkedIn, Twitter and other relevant platforms to invite them to a session with it. The most important young leaders even got a personalized video message from the chairbot, where it addressed them by name and talked about the SPM in relation to their specific political interest.

This way TCO proved to the audience that the SPM and unions will be relevant in the future.