In this paper, we investigate a type of semantic shift that occurs when a sudden event radically changes public opinion on a topic. Looking at Sweden’s decision to apply for NATO membership in 2022, we use word embeddings to study how the associations users on Twitter have regarding NATO evolve. We identify several changes that we successfully validate against real-world events. However, the low engagement of the public with the issue often made it challenging to distinguish true signals from noise. We thus find that domain knowledge and data selection are of prime importance when using word embeddings to study semantic shifts.