M&C pushes ‘Penny for London’

M&C Saatchi is launching a major push to promote Penny for London, the new micro-donation scheme which allows Londoners to donate as little as 1p every time they make a contactless payment.
The agency has worked on the scheme on a pro bono basis since the inception of the idea, and has developed all the branding, design, and logos for the campaign.
An integrated campaign will run across the Transport for London network, including a bus wrap, and in press, radio, digital, social media and online to raise awareness of the initiative and encourage Londoners to sign up.
In a play on words the campaign also sports the hashtag, #easy1peasy, further underlining the campaign’s association with the penny.
Matthew Patten, chief executive at the Mayor’s Fund for London and a former head of M&C Saatchi Sponsorship, said: “What could be more brutally simple than Penny for London? With this campaign London is leading the way for the rest of the world in maximising contactless technology to aid social welfare schemes.
“With Transport for London having just rolled out contactless payment across the network, now is the perfect time to be launching this initiative.”
Funds raised will be distributed to a wide range of London charities and organisations working with disadvantaged young Londoners in the Capital.

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