The Microloan Foundation’s brand purpose is to enable African women to start their own business and become financially self-sufficient. To do this, they need people to donate money to their cause.
Charity boxes used to sit on top of shop tills gathering dust, so to reignite shoppers’ interest and to persuade them to donate, we turned the concept on its head and reinvented the charity box on a grand scale for the digital age. Using the same virtual coin concept as Pennies For Life, when people made a donation coins accelerated down ramps and interacted with mechanical demonstrations to tell real life stories of how each donation can change lives.
In one weekend, one billboard raised enough money to enable 21 of Africa’s poorest women to start their own businesses.