The MicroLoan Foundation launched a live donation digital billboard campaign at the shopping centre Westfield London, in Shepherds Bush, last weekend. The screen showed an incomplete image of a smiling African woman constructed entirely from pennies. Shoppers were asked to donate a fixed amount via SMS by texting ‘change’ and their name to a certain number. Each donation caused a new batch of coins to fall into place on the poster image until eventually the picture of the smiling woman was complete. There were five images in total.
The donor also received a personalised on-screen thank you message.
Completed images also appeared on penniesforlife.org.uk, where donors could look up their contributions and see their coins tagged within the image. Donors could then share their contributions with friends through Twitter, Facebook and email.
View a video about the campaign:
What are the results?
The charity was gathering results at the time of publication, but it estimated that 77,000 saw the billboard at Westfield over the weekend.
How was it being promoted?
Who was behind it?
The campaign was created by the advertising agency DLKW Lowe, and the digital production and technical build was coordinated by the digital production company Grand Visual.
How was the campaign funded?
The MicroLoan Foundation was awarded £50,000 worth of media spend for the idea in last year's The Art of Outdoor Digital Competition, hosted by Ocean Outdoor.
Third Sector verdict:
This innovative campaign works well because of its immediacy. Donors can see that their donations have been received and recognised as soon as they make them. It also provides an opportunity for the charity to say thank you publicly to individual donors. With both the pictures and the names of donors being put online, the campaign was extended beyond that weekend.