Mayor's Fund for London Awards 'Penny for London' Brief to Geometry Global

The Mayor’s Fund for London has appointed WPP’s Geometry Global UK to raise awareness of and drive registrations to 'Penny for London', a revolutionary new scheme designed to help disadvantaged young Londoners via contactless payments.

Last October, Boris Johnson told the Evening Standard: "Penny for London is a big, bold idea that will revolutionise the way we give to charity…The latest contactless technology is going to help transform the lives of thousands of young people across the capital.”

The new creative communications campaign, in partnership with TfL and Clear Channel, will include out of home, digital and radio. It will run across London this September in the lead up to City Giving Day on 30 September. The not-for-profit assignment is effective immediately.

Matthew Patten, Chief Executive of the Mayor’s Fund for London, said: “We have been really impressed by Geometry Global’s passion to help disadvantaged young Londoners, insight into the communications challenge and creativity in bringing 'Penny for London' to life.”

Sarah Todd, CEO Geometry Global UK, said: “The idea that small and frequent donations can make a big difference in young people’s lives is fantastic. And as an agency inspired by transforming how people buy – we’re thrilled to partner with 'Penny for London' to help make it easy for shoppers and travellers to donate. The growth in confidence we've seen in contactless payments at retail means 'Penny for London' is set to make a big difference in helping young Londoners now and for the future.”

'Penny for London' is quick and simple. People register contactless cards and make “micro-donations” of between 1p and 10p, with a daily limit of 99p, every day they travel by TfL tube or bus and every time they visit retail partners [currently Caffè Nero and Leon Restaurants].

Administered by the Mayor’s Fund for London, all money raised is given to not-for-profit organisations to help improve the prospects of children and young people across the city.

If 100,000 people sign up to the scheme in 2015, 'Penny for London' is set to raise over £1million for good causes.