Faktum, a street newspaper in Gothenberg, Sweden, has been nominated for a number of awards at the D&AD Awards, for “Faktum Hotels”, an interactive campaign raising awareness of the plight of the homeless. Online at faktumhotels.com, the campaign comes across as a hotel site, with a difference. Faktum Hotels offers ten different, popular “rooms” where homeless people in Gothenberg might spend the night. There’s a park bench, a spot under a bridge, an abandoned paper mill, forests, even the seats in a soccer stadium. The campaign has nominations for Yellow Pencils for art direction, digital advertising.
Gothenburg has about 3,400 homeless people. Most of them find a roof over their heads with a friend or at a refuge, but some sleep in the open air. We have chosen ten of the places where they might spend the night — and made it possible for you to book them. Just like any hotel. You can book one for yourself, or as a gift for somebody else. Either way the money goes to work for homeless and socially vulnerable people.
The Faktum Hotels campaign was developed at Forsman & Bodenfors, Gothenberg, by art directors Staffan Lamm, Staffan Forsman, copywriter Martin Ringqvist, web producer Stefan Thomson, designer Christoffer Persson, account manager Åsa Pedersen working with Åse Henell at Faktum Hotels.