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M&C Saatchi

Boris Johnson launches ‘Penny for London’ donation campaign

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By John Glenday, Reporter

October 30, 2014 | 2 min read

London mayor Boris Johnson has launched a city-wide contactless payment donations scheme which will allow people to give one penny from every contactless payment purchase they make to charity.

Devised by M&C Saatchi, who worked on a pro bono basis, ‘Penny for London uses the tagline easy1peasy and will be given prominence across the Transport for London network including a bus wrap, as well as press, radio, digital, social media and online channels.

Johnson said: “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.”

Richard Alford, MD at M&C Saatchi, added: “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.”

Revenues generated by the scheme will all be allocated to local charities and organisations dedicated to helping disadvantaged young people.

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