Shelter
An dramatic increase in card and contactless payments means less people are carrying cash, and are less likely to give spare change to the homeless.
The problem: An dramatic increase in card and contactless payments means less people are carrying cash, and are less likely to give spare change to the homeless.
The solution: Shelter turns the problem into a solution utilising contactless technology to collect donations. Branded donation points are positioned outside train and tube stations. Commuters already have their cards in their hands so an extra tap is easy. A fixed amount (£1) comes off your card when you tap, meaning people can donate regularly without having to commit to a monthly contract, which many people find off-putting. Having no change is no longer an excuse not to help.
The ad: To make people aware of the new donation points we've created a campaign that focuses on altruistic behaviour and why we give money to charity, while demonstrating how the points work.
Scene 1: A split screen shows two different collection points on similar streets on the same day. One has a neon Thank You sign, one has nothing.
As people donate the Thank You sign lights up and draws attention.
The point without the sign gets fewer donations. As the day progresses on-screen counters show the difference in the totals raised by each point. By the end of the day, 'Thank You' point is far ahead.
Scene 2: A homeless person on the street.
A passer buy gives him some change, he says thank you.
VO: You can't always see their gratitude, but it's always there. You can now donate to Shelter using our contactless collection points.