The Microloan Foundation, a UK charity providing small business loans to women in sub-Saharan Africa, has been enticing shoppers to donate to its cause via a live digital billboard in London's Westfield Mall.
Created by DLKW Lowe, with digital production and technical build by Grand Visual, the campaign ran last weekend, inviting the public to donate via text to activate the creative on-screen. Large screens showed an incomplete image of a smiling African woman constructed entirely from pennies. Users were invited to make a two pound donation by text, with each donation causing a new batch of coins to fall into place on the poster image until eventually the picture was complete. Each donor received a personalized on-screen thank you message. Completed images appear on penniesforlife.org.uk, where donors can also look up their contribution and see their coins tagged within the image.