The Swedish Part Model is unique and regulates the labour market. TCO, a trade union confederation, wanted to increase awareness of the Swedish Part Model and it’s benefits among young swedes. As swedes, we are fed with american culture and therefore admire the Americans and get exited when Americans mentions anything nice about our little country. Therefore we created an online film starring Joe; a wealthy man living in Beverly Hills that has adapted the lifestyle of living "Like a Swede" i.e. enjoying the benefits given by the Swedish Part Model. Joe enjoys all the benefits such as paid parental leave, “friskvårdsbidrag”, a physical activity commonly sponsored by the employer, at least five weeks paid vacation a year and employer pension. All benefits that the Swedish population has grown accustom to and often takes for granted but a true luxury when put in contrast to the benefits available to a average american, in this case Joe’s friend.

Extracts of Joe’s life shows that he has also adapted the Swedish culture such as playing the Swedish game “kubb” and hosting a Swedish “kräftskiva”, a traditional crayfish dinner party. Just like in Sweden the guests are treated to “nubbe" meaning snaps; a shot of strong scandinavian liquor and join in and together sing a “snapsvisa “, a song that is sung before drinking snaps shot.