Norwegian island campaign to abolish time was government orchestrated
Residents of Sommarøy in Norway's Arctic were involved in a 2019 tourism campaign that proposed abolishing time during summer midnight sun.
Local residents questioned the plan
Many islanders were confused by the international attention surrounding the proposal. Some locals did not know about the initiative until it became a global story. Questions arose about how hotels and cafes could function without standard operating hours.
Government agency admitted involvement
Innovation Norway organized the event to promote tourism in the region. The head of the agency issued an apology after the deception was revealed. Watches placed on a nearby bridge were removed following the exposure of the scheme.
Residents remained skeptical of idea
The community expressed bafflement at the concept of living entirely beyond time references. Practical issues regarding school schedules and business operations highlighted the impossibility of the plan. The campaign ended without becoming a permanent reality for the village.
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