Situation Stockholm is sold by homeless people as a means of earning money for food and shelter. But selling the magazine had become increasingly hard in recent years.
Case: Situation Sthlm
The growing number of homeless people had made its vendors effectively anonymous on the streets: people weren’t even seeing them. We had to persuade people to rediscover them.
We used media close to where the magazine is sold and asked the vendors to write their authentic CVs, showing that it isn’t just anybody selling the magazine.
The actual increase, compared to same month previous year, was 101.5%.