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Idea description
Situation Sthlm is a street paper sold in Stockholm by homeless people so they can earn their own money. But the vendors aren’t merely salespeople. They buy newspapers from Situation Sthlm and sell them for twice the price. They invest their own money and work hard to achieve their goal–just like any other entrepreneur.

In the campaign, four of Situation Sthlm’s vendors have been portrayed as typical entrepreneurs. The campaign aims 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.