Because it’s cold. Because it’s Christmas. Because you know someone. Because you feel something. There are many reasons to help families in poverty. But in the end, only one is needed.

In these times of high inflation, it’s easy to forget that some have it even worse. We wanted to remind people in Gothenburg of the reasons to donate, showing that most can contribute a small amount. And no matter how many reasons we found—over a hundred—the truth is, only one really matters: because you can.

Client: Göteborg Stadsmissio
Agency: Dear Friends
AD: Calle Österberg
Photography: Annie Hyrefeldt