We were tasked with helping The Microloan Foundation drive an increase in donations. Inspired its brand purpose, ‘to enable African women to start their own business and become financially self-sufficient’, we set up an interactive digital poser, and invited passers-by to complete unfinished portraits of African women made of pennies. Texting a donation activated an animation sequence whereby the amount donated was converted into a shower of virtual coins. These coins added to the portrait until it was complete. The donors names also appeared on the screen with a personal thank you.
In its first morning, one billboard raised enough money to enable 16 of Africa’s poorest women to start their own businesses.