The Average Citizen is a ten-year lobbying project aiming to change public opinion in accordance with the opinions of a statistically average citizen. An “average citizen profile” was created in collaboration with The Swedish Central Bureau of Statistics, and a media campaign was conducted to find someone fitting it: female, forty, single, childless, living in a two-room-and-kitchen apartment, etc. That person was found, her name is Marianne, and her social views are disseminated to the Swedish public that she statistically represents.

To date, Marianne’s opinions have reached millions of people on hundreds of occasions, e.g. by way of a line in a popular TV series, a speech by a leading politician, an editorial in a major newspaper and a theme for a public debate program.
The project is in initiated by Swedish OMBUD.