We launched the world’s first homeless website, without its own web address. Upon visiting www.thehomelesshomepage.com, you’d meet a classic “404 – Page Not Found” error message.

Below, a link would redirect you to its host – if it had any. If not, visitors were immediately given the chance to host it themselves, or donate a night’s shelter to a real homeless in need.

Together with a global ad-tech platform, we co-created a completely new way to contain a fully functioning website into an existing banner platform – which could then be distributed to any website in the world.

This easily enabled some of Denmark’s most prominent sites – like the biggest search engine, and a national newspaper – to host The Homeless Homepage on their front page, for a full day, for free.

The clothing company, Carhartt, also donated 600 hoodies for the homeless, with the site's 404 logo to raise offline awareness as well.

The Homeless Homepage had 500.000 visitors in its first week. (That's a lot for a site without it's own real web address.)

During this time, it gathered enough money for 200 homeless people to get a good night's sleep in one of Denmark's many shelters. With zero media spend.

In conclusion, The Homeless Homepage helped raise both awareness and money for those most in need.

The strategy was twofold. We wanted to get a hold of companies and organisations that would host The Homeless Homepage. But we also wanted donations for shelter from private visitors.

Therefore, we contacted companies and organisations that attracted the attention of men and women aged 18-60, leaning slightly towards women, who are often more affected by social issues and injustice than men, and therefore more willing to donate money for shelter.

They stroll the streets without destination. Day after day, night after night, searching for shelter. That is the harsh reality of the homeless.

In order to help them out, the Danish homeless organization, Hus Forbi, wanted us to raise awareness and money for shelter.