The best way to help someone is by teaching them how to help themselves, which is what the publishers of Situation Stockholm are doing with their magazine for homeless people.
There’s been a decline in sales in the print publication industry. The magazine that was sold by the homeless people was also affected by this change, which resulted in them losing income. To resolve this situation, ad agency INGO created posters that replicated the resumes of the homeless people selling the magazine. The poster were place in the subways at Stockholm and featured standard information such as their birth, education, but it also showcased their descent into homelessness and how they didn’t have a permanent address. The sales increased by 101.5%.
The campaign brought a human face to the magazine, which resonated greatly with people.
Not on front page