Penny for London Makes Donating easy1peasy

The world’s first city-wide contactless payment giving scheme, ‘Penny for London’, has been brought to life by M&C Saatchi. 

The innovative new micro-donation scheme, which allows Londoners to donate as little as 1p every time they make a contactless payment, was launched by Mayor of London Boris Johnson last week.

M&C Saatchi has worked on the scheme on a pro bono basis since the inception of the idea, and has developed all the branding, design, and logos for the campaign. 

The integrated campaign will run across the Transport for London network, including a bus wrap, and in press, radio, digital, social media and online to raise awareness of the initiative and encourage Londoners to sign up. 

Throughout the initiative, M&C Saatchi has worked to ‘own the penny’ with the familiar British coin appearing in all creative. In a play on words the campaign also sports the hashtag #easy1peasy, further underlining the campaign’s association with the penny.

Richard Alford, MD at M&C Saatchi, says: “This campaign represents a revolution in charitable fundraising. We are immensely proud of the new Penny for London brand, and it is an honour to be helping the Mayor’s Fund for London extend its reach and engage with Londoners, while above all increasing support for each of its charities.”

The Mayor adds: “Penny for London is a big, bold idea that will revolutionise the way we give to charity.  Enabling people travelling around the city to pool their pennies could potentially add up to hundreds of thousands of pounds.”

Funds raised will be distributed to a wide range of London charities and organisations working with disadvantaged young people in the city. Londoners can opt in via their smartphone or desktop here.