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Aluma Social Welfare - putting homeless people on the digital map

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.

  • Clients
    The Fanclub and Aluma
  • Completion
    2011
  • Project Category
  • Architects
    Åsk Dabitch

Challenge

The Fanclub 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.