Title	FOLLOW NATTJOURENS ROAD TO CHRISTMAS
Brand	STOCKHOLMS STADSMISSION
Product/Service	NON-PROFIT ORGANIZATION
Entrant Company	GARBERGS Stockholm, SWEDEN
Advertising Agency	GARBERGS Stockholm, SWEDEN
Media Agency	IUM Stockholm, SWEDEN
Production Company	WE ARE YOURS Stockholm, SWEDEN

Name	Company	Position
Petter Ödeen	Garbergs	Creative Director
Hampus Mattsson	Garbergs	Copywriter
Sedir Ajeenah	Garbergs	Copywriter
Mattias Dahlqvist	Garbergs	Art Director
Roger Blomqvist/Ranft	Garbergs	Original
Pernilla Berg	Garbergs	Account Supervisor
Birgitta Bergström	Garbergs	Production Manager
Natalie Kocsis	Garbergs	Agency Assistant
William Löthman	Garbergs	Agency Assistant
Klaus Beiersdorf	Garbergs	Digital Producer
Magnus Cramer	Agent Molly/Co	Photographer
Robin Portnoff	Despiracy	Retush
Stopp	Stopp	Post Production
Bt/Repro	Bt/Repro	Repro

The Campaign

Stockholm's Stadsmission is a Swedish charity supporting the homeless. Before Christmas they wanted to get donations from the people of Stockholm. The organization is well known, but few know what work they actually do and what difference the donations make, every day for the homeless. Every evening Stockholms Stadsmission's night watch service, Nattjouren, is out on the streets of Stockholm. Before Christmas people could follow Nattjouren's work in real time and make a donation. On the campaign site nattjouren.se people could read instant tweets about Nattjouren's actions and follow their way through Stockholm on a map. The tweets with their emotional stories were also presented in real time and with daily reports across various media.

Success of the Campaign

The campaign generated € 1 448 000 in donation. Stockholms Stadsmission achieved great attention in social media and made it to several Evening News on Swedish national TV. With daily updates and true and emotional stories, the people got a real time insight in the life on the streets, and the supporting actions of Stockholms Stadsmission. The organization was able to show how they make real difference every day for the homeless of Stockholm.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

On nattjouren.se people could read instant tweets about Nattjouren's actions, follow their route on a Stockholm map and make a donation. The tweets were also shown in real time on digital billboards in the subway stations and in banners. Every morning a new episode of 'Nattjouren's Report ' was filmed, based on tweets from the past night. It was aired later that same day. Nattjouren’s tweets were presented on printed billboards A selection of tweets from past nights were presented in print ads. Posters were put up on the locations were Nattjouren had been.