This Swedish Magazine Ad Features CVs and Life Stories of the Homeless
Tiffany — December 8, 2013 — Art & Design
References: designtaxi & ibelieveinadv
The Swedish magazine Situation Stockholm realizes that being homeless in the winter is hard; but being homeless and being unemployed, with no way of sustaining oneself might be even worse. Situation Stockholm has managed to do some good, while still marketing their own magazine. The Swedish magazine has partnered up with Swedish advertising agency INGO and have created a clever yet heart tugging ad campaign that features the tragic life stories of the homeless.
Approximately 700 employees who are in charge of selling magazines to the general public, are homeless and rely on their sales as a way of survival and to make a sustained means of living. The magazine decided to use the resumes of the homeless people as a forum to voice their tragic life stories in order to let the public know they need help too. The campaign received major exposure all across Stockholm, all media outlets even national television, leading to a 101.5% increase in sales with the “December issue sold out a week early.”
Approximately 700 employees who are in charge of selling magazines to the general public, are homeless and rely on their sales as a way of survival and to make a sustained means of living. The magazine decided to use the resumes of the homeless people as a forum to voice their tragic life stories in order to let the public know they need help too. The campaign received major exposure all across Stockholm, all media outlets even national television, leading to a 101.5% increase in sales with the “December issue sold out a week early.”
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