The city authorities in Luleå in the far north of Sweden have launched a campaign to encourage its famously reserved citizens to say hello to one another a little more often.
The campaign which aims for a "warm and friendly Luleå", was launched on October 31st, which marks "neighbour's day" in Sweden, and involves a film promoting the benefits of greeting others, which will be shown over four weeks in schools, on buses, and in prominent public places around the city,
The film shows a young man walking past a young woman resting on a park bench and saying "hej", after which the woman, who does not respond, smiles broadly. It then shows that same woman saying "hej" to an old woman, who similarly does not respond but smiles afterwards.
"Saying 'hello' makes people happy and feel safe and secure," reads the message that follows afterwards. "This is something we can all do to create a more pleasant Luleå. Your 'hello' can make all the difference."
Check this video for a better explanation of the challenge of getting people to be social with one another.