We put over a hundred “Welcome Home” doormats, the same as you usually see in someone’s hallway, at places where homeless people live: park benches, subway stations, garbage rooms etc. We got the doormat manufacturer to give us the doormats for free in exchange for an ad in the Situation Stockholm magazine.

People stopped and realised that their everyday outdoor surroundings were actually someone’s home.Newspapers wrote about the doormats, adding even more to an already established buzz.The goal was to get more buyers and sellers of Situation Stockholm than usual. The doormats where placed on different sites over a 2-week period. After the monthly review, 30% more magazines had been sold compared to same period previous years. The first days after the first doormats where placed, approximately twice as many potential sellers came to Situation Stockholm headquarters to sign up. And all this at virtually no cost.