Situation Sthlm is a street paper sold by homeless people in Stockholm, Sweden. In a tough economic climate, a paper sold by homeless people can be a difficult sell. But T&Pm Nordics saw that the paper’s business model made these people are more than vendors. They’re entrepreneurs. So it presented them as such in its campaign for Situation Sthlm. The new campaign focusses on the Situation Sthlm vendors, presenting them in a way that helps customers to understand their work, so they will choose to invest in them by buying a paper.

“We see our vendors as micro-entrepreneurs. They buy newspapers from us and sell them for twice the price. They invest their own money and work hard to achieve their goal–to get a place to call home and leave their vulnerable situation. We think it’s vital that our customers know that,“ explained Pia Stolt, CEO of Situation Sthlm.

The campaign presents four of Situation Sthlm’s vendors as typical entrepreneurs.

“We want to change the image of what an entrepreneur is and does. Not everyone wants to be a billionaire or change the world. Some just want a decent life and their own bed to sleep in,” added Timo Orre, creative director at T&Pm Nordics.

Credits
Advertising Agency: T&Pm Nordic Stockholm 
Creative Director: Timo Orre
Art Directors: Olle Dahlqvist, Ben Alasuvanto & Agneta Norlin
Copywriters: Niklas Hertzberg & Waltteri Nironen
Media: Fredrik Pettersson & Linda Öberg 
Production Company: Crosby, Stockholm 

Client: Situation Stockholm
CEO: Pia Stolt