Barnardo's has unveiled an interactive poster in London's West End this week that smiles and says "thank you" to passers-by who donate money.
The poster, which the charity claims is unique, combines a traditional collecting tin with a video image of the same vulnerable young woman depicted in the charity's Turning Children's Lives Around television advertising. It cost the charity £24,575.
"The girl doesn't move much - you can just see her breathing," said Nick Gill, creative director of advertising agency BBH, which created the poster. "But when a coin is put into the collecting tin, she looks up at you and breaks into a semblance of a smile."
The screen goes dark and "thank you" then appears in her place.
A spokeswoman for Barnardo's said the charity had no plans to roll out the campaign to other sites.