Same with Church of Sweden. Pretty much all publicity is bad publicity for them as it reminds people to leave. They had a campaign for people to vote in the Church election which reached many, prompting people to leave. Not that the campaign was bad or that there was not voting options for every taste, but just by reminding people that they are members.

Similar with the Swedish royalties. As long as they just do some ritual ribbon cutting they are popular, but when they do stuff that puts them in the spotlight - even positive things like weddings or kids - their popularity goes down as people are reminded of what a strange institution it is.

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