Just under a month after being appointed as the agency of record for The Mayor's Fund for London, Geometry Global London sent their employees out on the streets last week as part of the ambitious “Penny for London” scheme, which is designed to help disadvantaged young Londoners via contact-less payments. The team were aptly out on City Giving Day (September 30), with a number of employees volunteering to hand out travel card wallets during rush hour and raise awareness of the initiative at various key commuter points across the capital.
Geometry Global London sent their employees out on the streets last week as part of the ambitious “Penny for London” scheme
The drive was coordinated alongside the agency’s launch of their “You Won’t Miss It, They Won’t Miss Out” awareness-raising campaign, which urges Londoners to sign up to Penny for London. Using insights about the perception of giving in such seemingly insignificant quantities, the campaign features young Londoners who have benefited from the scheme across digital, out of home, social marketing, radio spots (on Magic FM, presented by young Londoners themselves), on-the-ground activation and print advertising. The creative also appears at London’s iconic Piccadilly Circus, which is one of the most famous advertising locations in the world.
The scheme offers a new model of donating to charity by making ‘micro-donations’ using contact-less payment cards and mobile phones
The scheme is being spearheaded by the doddering Mayor of London himself; Boris Johnson
The Penny for London scheme offers a new model of donating to charity for the digital generation by making ‘micro-donations’ using contact-less payment cards and devices such as mobile phones at selected travel and retail points. People register contact less cards and make micro-donations of between 1p and 10p, with a daily limit of 99p, every day they travel by Transport for London (tube or bus) and every time they visit retail partners (currently Cafè Nero and Leon Restaurants, but more are to be announced shortly). All money raised is given to not-for-profit organisations to help improve the prospects of children and young people across the city. If 100,000 people sign up to the scheme in 2015, Penny for London is set to raise over £1 million for good causes!
The drive was coordinated alongside the agency’s launch of their “You Won’t Miss It, They Won’t Miss Out” awareness-raising campaign
Matthew Pattern, CEO of the Mayor’s Fund for London, said: “Geometry Global has captured a simple, smart insight and translated this into powerful communication at important journey points in Londoners' daily lives.” Geometry Global London CEO Sarah Todd, added: “Londoners want a painless way to make a real difference to the lives of London kids. Many people think there’s very little you can do with a single penny but the fact is when you add them all together they have the power to do amazing things.”
