To attract young people to an occupation where you have to give up your comfort to help others. Swedish armed forces created a scenario to determine how far people are prepared to go to help one another. A person was locked up in an enclosed box, he agreed to sit there until someone else willing replace him. Every hour a door would open and if someone was there he could leave the box was streamed live on the campaign site, Nothing could be done from outside. The question was who cares during the total of 89 hours 74 people sacrifice their own freedom to free someone they've never met the even was highly discussed and the site has over one hundred thousand visitors in just 4 days. This was Swedish armed forces proved that some people are prepared to sacrifices their own comfort for others.