This Swedish media experiment saw strangers visibly trolled by passers-by

Stunt by newspaper group Stampen Media aimed to highlight prejudice

Published On
Sep 05, 2019

Editor's Pick

What if every single mean word strangers thought about you was displayed on public view? In Sweden, a stunt by publishing group Stampen Media, which owns newspapers including Göteborgs-Posten, tried to do just that, highlighting prejudice by revealing people's true "visible thoughts" about people they don't even know. 

The experiment, by agency Stendahls, invited people to sit on a stool behind a glass store window, and then asked passers-by to use their phones to choose from a variety of words to describe the people, knowing nothing about them bar their appearance.  The answers were projected in real time in the shop window and online. 

Stampen Media's goal was to start conversations around prejudice and to encourage people to want to get to know one another, outside of their own bubble. And in revealing the prejudice that people display online, it's trying to highlight the importance of unbiased journalism in a polarised world dominated by "fake news."


Sep 05, 2019
Client :
Stampen Media
Agency :

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