The challenge was to find a cheap and relevant extra benefit for the buyers of the newspaper.

Also the motivational aspect was important, we wanted to give the homeless salesmen something to be proud of. The fiftyfifty Xmas edition: 50% editorial, 50% gift wrapping paper

The name of the street paper is 'fiftyfifty'. This gave us the idea to change the format from a 100% editorial paper to 50% newspaper and 50% gift wrapping paper.

Since the paper is sold by homeless people, we had them design the wrapping paper.

50% sales increase, a 2nd edition of the streetpaper had to be printed.