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Social Media case studies: Pennies, the Electronic Charity Box

Pennies is the electronic way of collecting spare change. Instead of putting it in a charity box at the shop counter you round up your card transaction to the nearest Pound and you've donated Pennies to charity.

Pennies is already used by the likes of Domino's Pizza, Zizzi Restaurants, The Entertainer Toy Shop and Travelodge. Their chosen charities include Special Olympics GB, The Prince's Trust, Bristol Children's Hospital and Cancer Research

This innovative charity was looking for a way to maximum PR and celebrate its one-year anniversary event. And as it reached 1million consumer donations by the end of its first year there was lots to shout about.

Costello Media created the theme to “Make 2012 The Year of the Micro-donation”. We were asked to produce a 10-minute film to celebrate the first year of Pennies, which was screened at BAFTA Piccadilly.

Celebrities such as Gary Barlow, Cheryl Cole, Jason Donovan and Janet Ellis contributed video messages and we worked with presenter Emma Forbes who presented the videos for Pennies.

We then organised a high-profile event at BAFTA, which was attended by major retailers, TV presenters and the media. As part of Pennies’ one-year celebrations, we light-projected a short animation about Pennies onto Marble Arch and this was used in the two videos we produced for the new “digital moneybox”.

Project deliverables: Films, event planning

The Power of Pennies, One Year onPennies celebrates one year anniversary
Jason DonovanThe Power of Pennies, One Year on

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