With the price of food, energy and housing skyrocketing, people are now fighting a cost-of-living crisis. But, the public doesn’t realise that many on the sideline of society have already been fighting their own cost-of-living crisis for decades.

Situation Sthlm is a well-known magazine that offers vulnerable, poor and homeless people an opportunity to earn an income and a way back into society. With rising prices the Stockholmers need to cut costs and sales have started declining. We wanted people to rethink this and not save on those who are already poor, unemployed and homeless, as they have had a cost-of-living crisis already for a long time.

Cari, used in the ad, has been homeless for 44 years, and she is the perfect example of someone who, despite all her hardships, keeps fighting – one paper at a time.

As part of an ongoing campaign it increased sales with 9% compared to the same period in 2022.