We were assigned to get people to talk about the situation for the homeless, to really address the issue, on Twitter as well as in traditional media, and make the subject stick.

Challenge:- Highlight homelessness in December, when NGOs in Sweden launch their largest campaigns of the year.

Objectives:- Create increased public awareness of the homeless situation;- Create commitment that would also feed and provide shelter;- Reach the traditional media´s attention.Strategy:Challenge slacktivism in a provocative way, gaining attention for our message: increasingly more young people are homeless in Stockholm.Execution:We built the world´s first paywall on Twitter, where for €2.5 people could follow celebrity tweeters for one week. The money collected went straight towards support for the homeless.Outcome:- 3,000 Twitter mentions within a week;- Donors increased by 194%;- The gross media reach landed on nearly 20m people;- The message spread to in total 160,000 Twitter followers; - Over 500 people followed the paywall -resulting in 900 lunches for the homeless.

- 20% of the target group had heard of a paywall on Twitter for the homeless.Key PR elements:- Without a budget we managed to increase awareness and put focus on homelessness in Stockholm and make people act.

In early December 2011, we contacted selected Swedish celebrity Twitter users asking them to pause their own Twitter accounts for 1 week, and instead tweet behind a paywall, for the sake of the homeless.

The approached celebrities included writers, actors, musicians, journalists etc, and were all frequent Twitter users with a significant amount of followers.

The response from celebrities was positive and we launched the campaign, 'Paywall for the Homeless', on the URL www.paywallforthehomeless.com, on the 14th December 2011.

Here, other Twitter users were informed of the campaign, which celebrities were tweeting behind the paywall, how to follow them by paying €2.5, and that their support would go directly into help for the homeless.Between the 14th and 21st of December 2011, the campaign took place, all according to the original plan.

The awareness of the homeless situation sky-rocketed.- Within a week, the paywall got over 3,000 mentions on Twitter;- The celebrities behind the paywall spread the homelessness message from their ordinary Twitter accounts, to in total 160,000 followers; - Over 1,000 tweets were created from the celebrity tweeters behind the wall, many addressing the homelessness issue;- 20% of the target group admitted to having heard of a paywall on Twitter for the homeless.

We managed to translate social media commitment into actual aid for the homeless.- More than 500 people contributed with €2.5 to follow the paywall and the aid collected resulted in 900 lunches for people in a critical state of homelessness.- The campaign contributed to the donors increasing by 194%, from christmas 2010 to christmas 2011.

The campaign also spread to traditional media, with a potential media reach of 20m people.