This has truly taken advertising to a new level.

As a way of displaying the homelessness in Gothenburg, Sweden, typical areas where the homeless reside have been photographed in a magazine-like way. Just picture an outdoor hotel. And they manage to make these sites look appealing for a night’s stay. I found myself saying, ‘oh that bed looks nice’, and then you take in the surrounds and realise that this is not comfort. This is not cosy. But it is reality for so many.

It is such an eye-opener to have it presented in this way – where you can ‘book’ these spots for yourself or a friend, supporting this cause, and the street newspaper, Faktum. One uncomfortable night away from home is worth it.

Advertising with meaning.

Visit http://en.faktumhotels.com/about for more sites.

(Image from here)

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