Sweden was the first country to introduce a constitutional law to abolish censorship and guarantee the freedom of the press. To celebrate 250 years of free speech and promote tourism, Sweden set up a phone number you could call to connect to a random Swede and talk to them. Even the Swedish prime minister took calls, to the disbelief of many callers.

The Swedish Number was dialled 128,392 times from 178 countries for a total call duration of 253 days, and the story generated 9.107 billion media impressions.