Tänk om

Lately, the conversation around journalism has been stuck in a defensive crouch—focusing entirely on what news shouldn’t be: biased, political, or fake. But in the process of defending the facts, we’ve forgotten the joy of news, discovering things you didn’t know you didn’t know.

Svenska Dagbladet wanted to move away from the defensive and back to the core of their mission: challenging perspectives.

Tänk Om is a strategic campaign built on a Swedish double entendre: "What if?" and "Think again." By exploring everything from the future of democracy to the philosophy of toilet rolls, the campaign invites readers to stop defending their worldviews and start expanding them.