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HOPE blocks for the Alzheimer’s Society unveiled by JWT London

A new fundraising campaign for the Alzheimer’s Society is rolling out today, featuring blocks with the word ‘HOPE’ engraved on them.

Created by JWT London, the fundraising mechanism lets the barcode on the blocks be scanned at a shop's check-out, with a £1 donation being sent straight to the Alzheimer’s Society. The block is then put back on the shelf.

Joseph Petyan, executive partner at JWT London, said: “We are immensely proud of HOPE, an initiative we believe will revolutionise the way people think about making a charitable donation. The aim is for HOPE to become a part of people’s everyday lives and something as regular as buying everyday grocery items.”

HOPE will initially be trialled in two Budgens stores in Crouch End and Belsize Park, which are both situated in North London.

Jen Moseley, community fundraising manager at the Alzheimer’s Society, added: “We’re always looking for innovative and quirky new ways to raise money and the HOPE initiative does just that. The great thing about this scheme is that shoppers can choose to donate a small but vital amount of money in an easy way, simply by taking the block with the rest of their groceries to be scanned at the check-out.”

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