The Swedish Armed Forces has taken the idea of the social media "like" and tried to ground it in reality, in its latest recruitment campaign by DDB Stockholm. It placed physical "like-stations" in places all over Sweden where the Swedish Armed Forces have made a difference, with buttons that people can press to physically "like" the army. Its Real Like website lets you view the places, read more about what happened there, and apply to join the military. The message is that to serve in the Swedish Armed Forces is a chance to make a difference, for real, rather than 'liking' something from behind your computer.