Stockholms Stadsmission is a non-profit organization working to support people in vulnerable situations, from those experiencing homelessness to individuals struggling with social exclusion.

In December, people with vastly different realities cross paths at Stockholm Central Station. Some are on their way to family or a holiday getaway, while others seek shelter from the cold or visit
the Christmas dinner for the homeless. To foster understanding
of these differences, we highlighted the similarities.

The campaign was a targeted initiative with visibility through
outdoor billboards at Stockholm Central Station and in print.
It was honored with a diploma in Sweden’s top advertising
award Guldägget.