Stockholm's Homeless Write Their Own Resumes

Posters for magazine detail their slide into homelessness as "CV"s

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Swedish agency INGO created this moving outdoor campaign for Situation Stockholm, a magazine sold by homeless people to help them make some money, after sales of the magazine fell by 22% during 2012. Posters, which appeared in locations such as the Stockholm Metro,featured the "resumes" of homeless people, with the appearance of being roughly typed on scrap paper, detailing their lack of permanent address and descent into homelessness as well as their birthplace, education and work history. Word of the campaign spread via social media and even the national news. Sales of the magazine the next month rose by 101.5%.

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About

Credits
Date
May 01, 2013
Agency:
INGO
Client:
Situation Stockholm
Executive Creative Director:
Bjorn Stahl
Art Director:
Timo Orre
Art Director:
Richard Baynham
Copywriter:
Bjorn Persson
Design:
Kersten Engberg
Design:
Bjorn Loof
Account Executive:
Kristian Florell
Account Manager:
Patricia Svanberg
Photographer:
Jens Andersson
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