M&C Saatchi make ‘Penny for London’ look easy1peasy

Creativity, CSR

M&C Saatchi has played a central role in bringing the world’s first city-wide contactless payment giving scheme – “Penny for London” – to life.  The innovative new micro-donation scheme, which allows Londoners to donate as little as 1p every time they make a contactless payment, was launched by Mayor of London, Boris Johnson.

Bus wrap mockup

M&C Saatchi has worked pro bono on the scheme, since the inception of the idea, and has developed all the branding, design, and logos for the campaign.

An integrated campaign – created by M&C Saatchi – will run across the Transport for London network, including a bus wrap, and in press, radio, digital, social media and online to raise awareness of the initiative and encourage Londoners to sign up.


This campaign represents a revolution in charitable fundraising. We are immensely proud of the new Penny for London brand, and it is an honour to be helping the Mayor’s Fund for London extend its reach and engage with Londoners, while above all increasing support for each of its charities

Richard Alford,

MD M&C Saatchi


Throughout the initiative M&C Saatchi has worked to ‘own the penny’, with the familiar British coin appearing in all creative. In a play on words the campaign also sports the hashtag, #easy1peasy, further underlining the campaign’s association with the penny.

What could be more brutally simple than Penny for London?  With this campaign London is leading the way for the rest of the world in maximising contactless technology to aid social welfare schemes. With Transport for London having just rolled out contactless payment across the network, now is the perfect time to be launching this initiative.

Matthew Patten,

CEO Mayor’s Fund for London


Penny for London is a big, bold idea that will revolutionise the way we give to charity.  Enabling people travelling around the city to pool their pennies could potentially add up to hundreds of thousands of pounds.

Boris Johnson,

Mayor of London


Funds raised will be distributed to a wide range of London charities and organisations working with disadvantaged young Londoners in the Capital.


Londoners can opt in via their smartphone or desktop at www.pennyforlondon.com.

The Mayor’s Fund for London’s work reaches every London borough. Hungry children in 74 London schools start the day fit and ready to learn thanks to its breakfast clubs. Meanwhile, literacy and numeracy projects are helping 5,000 young Londoners improve their reading and maths. In the next 3 years, the organisation will find over 1,500 decent jobs and opportunities for unemployed young Londoners. The programmes are on track to reach 50,000 more young people in the capital’s most disadvantaged communities.



Client name: Matthew Patten – Chief Executive

Agency: M&C Saatchi World Services
Agency contact:  Marcus Peffers – CEO
Copywriter & Art Director: Paul Hodgkinson
Designer: Peter Jackson