The number of homeless people is growing rapidly, specially with homeless people coming in from other countries. People in general become indifferent and its getting more and more difficult to sell the magazine.

The situation on the streets of Stockholm has changed dramatically during the last year. Not only with increasing amount of homeless but also with 4 new street magazines being sold.

The organisation behind Situation Stockholm needed to increase their number of sellers and stop losing them to completion, to be able to help even more homeless people. But at the same time they needed to create awareness of the situation that homeless people experience.

The campaign is art directed to look like small recruitment ads in newspapers, here blown up on billboards. The language speaks directly to homeless people describing their life and situation. At the same time it creates awareness among the general public.

With last years dramatic change on the street of Stockholm and new hard competition, instead of decreasing the number of sellers due to competition Situation Stockholm managed to recruit and keep the same amount of sellers as they had the same period the previous year.

Due to the dramatic change Situation Stockholm feared the worse and calculated with a decrease of sales up to 25%. The first three months of 2015, the decrease was halted at only 13%.