Swedish magazine Situation Stockholm hires homeless people to sell their issues. The growing number of homeless people made selling the magazine difficult — as there weren’t enough issues to match the number of potential sellers. To bring attention to their sellers, the magazine turned the “resumes” of homeless people into billboards.
The resume billboards tell the stories of the homeless sellers and help explain how they became homeless. The campaign added a personal touch to the this chronic social situation and gained a lot of attention from the media. The homeless became a national matter in Sweden and the magazine also experienced an increase in sales.
The campaign was created with the help of agency INGO.
View more images of the campaign below.
Source, images: I Believe In Adv