Issue 14 | March 2010
In Sweden, while 90% of households are content to pay the annual broadcasting fee of nearly €200, younger city-dwellers are more reluctant. These young metropolitans take many things for granted in their “it’s all about me” world.
The challenge was to get these people to start paying up. And the strategy was to let each individual know that he/she has an important role to play in the Swedish public broadcasting system.
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