For more interesting case studies and updates about Gamification, visit my website https://www.youtube.com/channel/UCm_r2ZYJJBwGJ2rAaRNTNBA/videos The Swedish Armed Forces are recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. They wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag?