During winter 2023 the economic situation put extreme pressure on families already struggling with economic difficulties. We tried to make people see the whole chain of consequences. It starts with inflation and continues with a family that no longer can afford to pay the rent. They get evicted from their home and when children lose the structure of home and family life, a domino effect begins. Where one thing easily leads to another. An escalating exclusion that often becomes lifelong and will entail great human suffering. But before is never too late.

The film starts with a homeless woman eating a sandwich. The sandwich gets more and more whole, and we realize the film is moving backward. Then we get to follow her life and events affecting her, back to when she was small. The film ends with showing that before she and her mother were evicted from their home, she was just an ordinary little happy girl. The super says: Before is never too late. Make your donation today.

Surpassed fundraising goals in a declining market

In an era when charitable contributions decreased by 31% industry-wide, our campaign surpassed its goal, amassing 24.3 million SEK for the Stockholms Stadsmission's efforts.

Broad reach

Achieving an impressive breadth of influence: 42,938,106 gross contacts, this campaign delivered an overachievement worth nearly 47% of the media budget.

Engaging and educational

This engaging campaign managed to convey a complex issue so pedagogically that the problem became understood (message comprehension at 96%), touched hearts (80% liked the advertisement), was associated with the Stockholms Stadsmission (brand identification at 91%), and spurred 40% of people to want to get involved.

Recognized by ACT

The campaign was acknowledged by ACT, an international non-profit affiliated with the United Nations Department of Global Communications and part of the UN Global Compact. Their mission is to highlight “good practices on social responsibility and sustainable development” within communications.