Helping people in need is key to being a soldier, but how far would you go? Would you enter a room not knowing when you might get out? That's the question posed by Who Cares?, the latest digital project from DDB Stockholm (with production by B-Reel) for the Swedish Armed Forces.

The site, which went live yesterday (7th March) centers on a person willingly locked up in a small, enclosed space in central Stockholm. This person can only leave if replaced by someone else who visits the site. Visitors to the site can watch the goings-on via a live stream; so far, 21 people have replaced someone else. TV, outdoor, print, radio and digital elements all direct people to the URL.