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Dare to Be Rude

PR Campaign
Wednesday 23rd September, 2026

Sweden’s police relaunched a national anti-scam campaign with four well-known figures urging people to “dare to be rude” by hanging up or shutting the door when something feels wrong. The memorable twist reframes politeness as a vulnerability, giving audiences a simple line to remember as scammers exploit trust and urgency.

Why it worked: It flips a social norm—politeness—into a safety risk, anchored by celebrity messengers and fresh fraud-loss stats plus new blocking laws.

The lesson: Consider reframing a cherished norm as the problem, pair it with one blunt action line, current stats, and a credible messenger.

Polisen Post and Telecom Agency (PTS)
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
theregister.com Swedish celebs campaign for public rudeness ... to prevent cyber scams Wednesday 23rd September, 2026
techradar.com Sweden tells citizens to be ruder to phone scammers as criminals take advantage of good manners Tuesday 29th September, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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