With winter approaching and temperatures dropping, the city of Stockholm is taking extra measures to protect the homeless during the frigid months ahead.
According to Mitt Stockholm, the Swedish capital will be replacing their electronic advertisements with digital notices that will direct homeless people to the nearest shelter or heating room.
Clear Channel, the marketing agency which manages the city’s billboards and public screens, will be programming their fixtures to automatically show the emergency notices whenever temperatures drop into dangerously chilly territory.
Though the emergency notices will be shown across Stockholm, the city is taking extra care to broadcast the digital messages in areas with high concentrations of homeless people.
If the initiative proves to be successful, the project could inspire other cities to implement similar strategies during the icy winter months.
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