During the long and cold winter the homeless sellers seek warmth in and around the subway. By making the subway stations the main media and by choosing a media close to the selling situation we made direct action possible. People saw the campaign and could instantly walk up to a homeless and buy the magazine.

The campaign became instantly famous. People read CV after CV. Some even missed their train so they could read one more. Hundreds of blogs and other social media wrote about it. The national TV News made a 4 minute long feature of the homeless and the campaign, making it a national matter.

Most importantly the campaign helped the homeless to sell a record breaking number of magazines. December is historically a good month for generosity and they hoped for a 50% increase compared to the month before.

Actual increase was 101%. The December issue sold out a week early.