ABOUT

Business Challenge:
Encouraging consumers to spend money on something they don’t care about, during a recession

The issue:
The Microloan foundation is a charity that provides some of the poorest women in Africa with a small loan to set up a business. But charity begins at home and giving to developing countries is just a wasteful drop in the ocean, right? Wrong. Our challenge was to communicate the real value of a Microloan and find an imaginative way of eliciting new donations from a cash-strapped British public.

Activation idea:
The Never-Ending Charity Box
The world’s first coin-operated digital billboard, where a physical donation was transformed into a virtual one on screen and showed the coins on their journey – in this case from donations to Microloan to Catherine, who bought a fishing net and started her business and now owns 3 fishing boats and employs 16 people.

Business Effect:
• In its first morning, one billboard raised enough money to enable 16 women to start their own businesses