The campaign, which was launched by London Mayor Boris Johnson, uses the 'easy1peasy' slogan across the Transport for London network, as well as on ads across press, radio, digital and social channels.
When users sign up, they can choose to make between a 1p and 10p donation every time they make contactless transaction on a bus, train or the Tube. Once amassed, the money will be given to various social welfare charities. London-based retailers are also signing up to support the initiative.
Client: Matthew Patten, chief executive, Mayor’s Fund for London
Brand: Penny for London
Agency: M&C Saatchi
Creatives: Paul Hodgkinson, Peter Jackson