Pennies for Life
The MicroLoan Foundation, a charity helping women in Africa to set up their own small businesses, has won an award for “Pennies for Life”, a digital outdoor advertising campaign. Unfinished portraits of African women, made of pennies, were placed on outdoor billboards and posters. Bystanders were invited to complete each picture by texting a £2 donation. As soon as it arrived, the money dropped into place on the screen. Donors got a personal ‘thank you’ on the poster, and a credit on the microsite.
The MicroLoan Foundation is a responsible and non-profit UK microfinance charity that provides microfinance (small loans of on average £70), business education and ongoing mentoring support to impoverished women in sub-Saharan Africa. This provides them with a “hand-up not a hand out” so they can develop self-sustainable livelihoods for themselves and their families, and work their own way out of poverty. 99% of the loans are repaid and then recycled in full to help more women year after year.
The Pennies for Life campaign was developed at DLKWLOWE, London, by executive creative directors Richard Denney and Dave Henderson, creative director Greg Delaney, copywriter Richard J Warren, art director Paul Hancock, photographer Oli Kellett, agency producer Ally Dean, website designers Jamie Craven and Nick Smith, account director Gabrielle Gribbin, account planner Venetia Sturdy.
Animation was produced at Absolute Post.
The Project was managed by Gidon Z Cohen. Technical production was done at Grand Visual.