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CV CAMPAIGN

basics
Industry: Public interest & Non-profit
Media:Outdoor
Market:Sweden
Style: Minimalism
descriptioncnen
Results and Effectiveness
The campaign became instantly famous. People read CV after CV. Some even missed their train so they could read one more. Hundreds of blogs and other social media wrote about it. The national TV News made an 4 minute long feature of the homeless and the campaign - making it a national matter.

Most importantly, the campaign helped the homeless to sell a record breaking number of magazines. December is historically a good month for generosity and they hoped for a 50% increase compared to the month before.

Actual increase was 101%. The December issue sold out a week early.

Creative Execution
During the long and cold winter the homeless sellers seek warmth in and around the subway. By making the subway stations the main media and by choosing a media close to the selling situation we made direct action possible. People saw the campaign and could instantly walk up to a homeless and buy the magazine.

Insights, Strategy and the Idea
Being homeless in Stockholm is very difficult. Specially during the long, cold winter. Some 1800 homeless people sell Situation Stockholm, a monthly magazine, on the streets. It gives them money to buy food and shelter. But the increasing number of homeless have made them a too familiar sight - its harder and harder to sell the magazine. During 2012 sales dropped 22%.

We wanted to lift the homeless sellers as strong individuals. Not paint them as victims. So the message was: 'It takes someone special to sell Situation Stockholm'. By letting a few of the homeless sellers write their authentic CV's, describing their little work experience as well as their tragic life's we made people see the human being behind the magazine.

The campaign made people discover them again. The public could suddenly see the same as you and me, because now there was a life to relate to.
credit
Brand:
Agency:
Copywriter:
Art Director:
Photography:
Account Manager:
Other credit:Creative Executive Director: Björn Ståhl
Final Art: Kerstin Engberg
awards
Cannes Lions International Festival of Creativity 2013
Silver Media
Best Use of Outdoor
Cannes Lions International Festival of Creativity 2013
Silver Outdoor
Publications & Media
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Publications & Media
London International Advertising Awards 2013
Silver Outdoor
Public Service/Social Welfare Campaign
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