Is it a mobile campaign? Or a traditional billboard? Well, it took the best of both worlds and ended up winning the Epica d’Or in the Outdoor Category at the Epcia Awards 2012.
Pennies for Life, a campaign developed for the Microloan Foundation (a charity that encourages women in Africa to set up their own businesses) worked like this: giant outdoor site in a UK shopping centre featured portraits of real women made entirely of pennies. Passersby could complete the portraits by texting a donation to the poster – receiving a “thank you” on the billboard in return. When all the virtual pennies had fallen into place, the picture was complete and the donation was large enough to help the woman start her business. People could also see the donations and evolving portraits on a micro-site, turning the installation into a live interactive event. From just one poster over a single weekend, the charity raised enough money to help 21 women start small businesses. Brilliant.
People could also see the donations and evolving portraits on a micro-site, turning the installation into a live interactive event. From just one poster over a single weekend, the charity raised enough money to help 21 women start small businesses.
Agency: DLKW LOWE
While urging people to donate loose change is commonplace at retail outlets, this is a brilliant execution. I think it plays superbly on our need for instant gratification by demonstrating the change (no pun intended) we can bring in with our actions.
1 Comment
great idea for donation.