Pennies for Life
The MicroLoan Foundation
- Client: MicroLoan Foundation
- 25 February 2012
- Channel: Digital Outdoor, Mobile
To raise donations for The MicroLoan Foundation we needed to get the public interacting with our cause.
Using an interactive digital poster we invited passers-by to complete unfinished portraits of African women made of pennies, by texting a donation along with their name to a number advertised onscreen. Their SMS activated an animation sequence, and the donation dropped into place as an animated shower of coins, adding to the portrait until it was complete. The donor’s name also appeared on the screen with a personal ‘thank you’.
Each donor received a text inviting them to our campaign microsite, where they could view a donation tracker and find their own credit in our ‘portrait gallery’. They could also announce their participation on Twitter, Facebook and Google+, and invite their friends to take part.
From one poster site, in its first weekend, 21 women in Africa who had nothing now have their own small businesses.