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fiftyfifty is an organisation that provides social assistance for the homeless, particularly by giving them magazines to sell on the street, of which the homeless salesman earns half the price. The German saying halbe Miete communicates the concern and merit of fiftyfifty literally (half the rent) as well as figuratively (having won half the battle).
The development of the halbemiete campaign was initiated and awarded by sappi - ideas that matter, which awards print-ideas for non-profit organisations by granting the production costs up to 50,000 Euros. The campaign consists of three motifs placed on billboards, postcards and stickers for tram windows and three special editions of the fiftyfifty magazine, published in Düsseldorf between December 2003 and January 2004.