News / 2018.06.20
Swedish magazine Faktum let tourists walk the streets of Gothenburg with those who live there
No one knows the streets of Gothenburg better than those who live there. That’s why the street paper Faktum, sold by homeless people, launched “Street talk” where their vendors conduct guided tours around the city. Between the 15th to 17th June, Gothenburg locals and tourists alike could follow Bernhard, Eija and Johan on a city walk where they showed another side of Gothenburg and told a different story. Their own.
Faktum is one of Sweden’s street papers. It’s sold by homeless people in some of Sweden’s biggest cities. It tell us about the society from an outsider perspective. Selling the magazine is a job, not charity. The vendors buy the magazine for €3, sell it for €6 and keep the difference. Now, Gothenburg's locals and tourists were given the opportunity to experience another side of Gothenburg, and at the same time listen to the vendor’s own stories.
Between the 15th and 17th of June three guided tours per day were held. A new business opportunity for vendors to earn some extra money and a chance to reach out to more people.
– The tours are, of course, a smart way for our vendors to earn extra money. But equally important is to be able to share your story with those willing to listen. In addition, our vendors often know more about Gothenburg than most, says Sarah Britz, Editor-in-Chief at Faktum.
The guided tours were marketed by Faktum's own vendors, but also advertised in print and at tourist offices around Gothenburg. Behind the initiative stands Faktum together with advertising agency Perfect Fools.
– Today, more and more tourists are looking for the ”real” core in a city. It’s no coincidence that the concept ”Like a local” is becoming increasingly important for travelers. And certainly nobody knows the history of the streets as well as those who live there. With that insight, the idea of letting homeless people tell about the city out of their perspective was born, says Ebba Körlof Sundberg, copywriter at Perfect Fools.
– Many cities tend to hide homelessness and exclusion. It's a problem that shouldn’t be seen. But to solve a problem, we need to highlight it. By putting the vendors on the first parquet, we also show that they are as much part of our city as everyone else, says Nayeli Kremb, art director at Perfect Fools.