SHARED HUMANITY

This is a story about a rapidly changing cityscape, resulting in people shutting off from the outside world and their fellow human beings. A story about the homeless fighting to leave the streets behind. A story about the importance of human warmth, meaningful communication, and real stories that touch the heart.

AN IMPORTANT MAGAZINE

Situation Sthlm is Stockholm’s answer to “The Big Issue”, a street magazine that offers homeless people an opportunity to earn a legitimate income. While you might expect that Situation Sthlm would have faced the same rapid decline in sales as traditional print magazines, they actually had their strongest sales during 2014–2015, with an issue of 34 000 magazines per month. However, in 2018 the changing cityscape, the refugees and immigrants asking for help and support led to a monthly decline in sales. With so much suffering, the vendors of Situation Sthlm disappeared in the noise. The magazine was on the verge of bankruptcy. We just couldn’t let that happen.

MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS MEANINGFUL ENCOUNTERS

CHALLENGE – Changing the attitude

We needed to flip the perspective and remind Stockholmers that the vendors of Situation Sthlm are not asking for charity. They are committed to selling the magazine – and is a workforce to be reckoned with. No one chooses to live a life on the street – but selling the magazine proves you are determined to work hard to create a better life for yourself.

The magazine and the daily meetings between vendor and seller are what make Situation Sthlm unique. It proves just how life-changing a meaningful encounter can be.

APPROACH – REAL PEOPLE, REAL STORIES

We wanted to convey how the meeting between seller and buyer affect both parties while focusing on the truly life-changing work Situation Sthlm does. We wanted to tell the truth about life on the streets, the stories behind the people, and the strong sense of self-worth and purpose that comes from having a real job and making your own money. While there are many worthy charities, Situation Sthlm offers a true meeting, and with that, a shared sense of humanity – so that was the unique position we wanted to take.

To do so, we needed to find the right moments, stories, and images – and capture them in the best way possible.


READING THAT CHANGES life’s

With one sentence, we wanted to manifest the very essence of the magazine. Situation Stockholm is so much more than just insightful articles, witty columns, and personal stories. It is a fresh start. And way back. And most importantly, it proves just how impactful a simple act of humanity can be.


CAMPAIGN LAUNCH – GET TO KNOW ANN, L-O, CARI AND JONNY

Our first campaign was a commercial that portrayed the vendors’ everyday life, waking up and going to work just like the rest of us, but with their own set of challenges.

IT SOUNDED GREAT TOO!

The campaign was followed by radio ads, using sound recordings from the casting of the commercial. By letting the vendors tell their stories and personal experience of selling the magazine – we were able to create an instant connection through the power of audio.


How to act smart with zero budget

When working pro bono it’s important to be smart, both when it comes to the creative concept as well as the media strategy. We needed to team up and collaborate with a production company and media agency that – just like us – shared our view on humanity and wanted to spread the message of Situation Sthlm and the importance of the magazine.

GETTING BY WITH A LITTLE HELP FROM OUR FRIENDS

To ensure a spread of the campaign, we turned to the many artists, celebrities, and writers that have graced the cover during Situation Sthlm’s long history to help tell our story. The response was immediate. And overwhelming. On the day of the campaign launch, over 70 well-known profiles shared the post on their social media. A huge impact with zero media budget.

SPREADING THE MESSAGE

But that was just the beginning. The love and support for the magazine and its vendors was all over social media – with thousands of engaging comments from people all over Sweden urging everyone to go out and buy the latest issue.


THE PANDEMIC, OR BUSINESS AS USUAL

When the pandemic hit, the vendors struggled to sell the magazine on the deserted city streets of Stockholm. To communicate this issue, and their lost income, we made a print campaign where the term “working from home” got a new meaning and we encouraged Stockholmers to buy a digital version of the magazine.


SOMETHING TO BRAG ABOUT

After years of declining sales, our campaign immediately turned the tide – and helped save Situation Sthlm. Proving heart, hard work, and humanity conquer all.
1M

VIEWS

31%

sales increase

SILVER GULDÄGGET

GOLD MÅNADENS PRINT

GOLD MÅNADENS LJUD

SILVER MÅNADENS UTOMHUS

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