Many of the homeless were asked to give their input to the campaign before launch. Their only concern was that the places should be anonymous and fictional in order not to expose any individual. Hence all the places and names are fictional. But the fact that there are 900 homeless men, women and children in Malmö in 2011 is very real.

BRIEF:
We wanted people to notice the homeless in Malmö.
With $0 budget.

SOLUTION:
To place the homeless where you wouldn't expect to find them — in the virtual city. We hijacked Gowalla and Facebook Places. Every homeless person in Malmö got their own place — 900 in total. When you wanted to check in, the homeless people appeared in your list. You could donate money by sending a text message.

RESULTS:
Media impact worth $365,000.
Reaching 1,100,000 people.

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