Stockholm replaces advertisements with directions to homeless shelters

World

If you think it gets cold outside where you live, think again. Temperatures in Sweden drop as low as -30°C (-22°F) in the winter months. Luckily for homeless people in the capital, Stockholm, a recent initiative has made their wellbeing a top priority.

Marketing agency, Clear Channel International, responsible for public screens in the city, will show emergency directions to shelters when temperatures fall to a certain level.

The electronic billboards will also encourage people to donate food and necessities to local charities for homeless people or to personally volunteer.

“We already have other Swedish cities telling us they want to use this”, commented Ola Klingenborg, senior executive at the marketing agency.

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