Aluma Social Welfare - putting homeless people on the digital map

Category

Campaigns

Date

Sun, 04/12/2015 - 16:14

Client

The Fan Club

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Challenge

The Fan Club wanted people to notice the homeless in Malmö. With $0 budget. While people were busy playing gowalla and 4square on their phones.

Solution

Since I knew how to hack both Gowalla & 4Square's geo-location, we spent an evening at the agency making check-in spots for homeless peoples "homes". Benches, parks and bus stops.

Result

The media impact was worth approx $365,000, reaching 1.1 million people in Sweden, it was covered on national and local news, on the radio and in newspapers.
 

Smarter than Lund, cooler than Lisbeth

Paul Marsden, Consumer Psychologist at London College of Fashion