Situation Stockholm is sold in and around the subway in Stockholm. Each seller has his special spot and his "own" subway station where he or she sells. We chose a media close to the selling situation - in the subway. Each seller then got his own CV put up at his personal sales spot and in his "own" subway station. That way it was easy to get to know your local homeless person better and help him or her by buying the magazine.

The campaign received massive attention in all media, including national and international TV, making the homeless of Stockholm a global matter. More importantly, it helped the sellers sell a record number of magazines.

The following months up until April 2014 have seen a sales increase every month compared to the same period 2013.

The 2012 decrease in sales became an increase. The campaign even beat last year's successful campaign, making the increase in sales to a total of 110,5%.