Sweden is the first country in the world to have its own phone number. Call it, and you get connected to a random Swede - who could be anyone living anywhere around the country.
It may seem like a quirky idea which could only ever work in a Scandinavian country - like addressing your teacher by their first name and paying 60 per cent tax - but the Swedish Tourist Association claims it is a great way to connect people in troubled times.
"In troubled times, many countries try and limit communication between people, but we want to do just the opposite," Swedish Tourist Association CEO Magnus Ling said in a statement.
"We are making Sweden the first country in the world with its own phone number and giving our fellow Swedes the opportunity to answer the calls, express themselves and share their views, whatever they might be."
Suggested topics include northern lights, darkness, meatballs and suicide rates.
The Telegraph decided to test the new initiative out, so we rang the number and were connected to Bjorn, a business owner who lives and works in Stockholm.
After introductions and explaining who we were, he explained why he got involved in the initiative.
"My friend is involved in the project, and shared it on Facebook," said Bjorn, "I thought it was a great idea to have a phone number where you could be connected to anyone in Sweden who enjoys answering the phone."
We were his third call this morning, after someone from the USA and another person from Turkey.
One knew nothing about Sweden, and the other had spent time there as an exchange student, but was interested to be connected with the country again.
He said he's spent his morning having "pleasant calls on the phone in between answering emails".
The project is running for two months, he told me, and it began on Wednesday. He said it's convenient as you can disconnect your phone when you're asleep, busy or don't feel like chatting, and connect it again to the service when you want to get talking again.
Bjorn wants to raise awareness of his country. He said: "We aren't a large place so you wont know many Swedes, and this is one way to change that hopefully."
He also said Sweden is very different to England in some aspects. He said: "You drink so much more tea than us. We drink coffee all the time."
Bjorn said: "I've been to London a few times. It is so multi-cultural! I know in the countryside in England it is very friendly, like it is in Sweden, but it's hard to get to know the real London when you visit, as it is so full of tourists and people from everywhere around."
"It's probably like that for foreigners who visit Stockholm".
We asked him about the idea behind the initiative - is it a good idea to get connected with people around the world when we are living in times of trouble?
He said: "We are not in a time of trouble, we are living in the best of times, Sweden has a very strong economy, so I can't agree with that."
"About connecting people, though, that is a great idea. In Sweden, we are positive and are searching contact with every part of the world, so I think that is why many of us will volunteer to be one of those who you can call".
And will he get his friends involved? "I have already told them all to get involved - I have shared the details on Facebook".
To be connected to a random Swede, call +46 771 793 336 - but do bear in mind if you talk for hours, you are still calling an international number and may be charged.
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