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Mayor's Fund for London awards Penny for London brief to Geometry Global

3 September, 2015

Geometry Global

LONDON, UK — The Mayor’s Fund for London has appointed WPP’s Geometry Global UK to raise awareness of and drive registrations to “Penny for London”, a revolutionary new scheme designed to help disadvantaged young Londoners via contactless payments.

Last October, Boris Johnson told the Evening Standard: “Penny for London is a big, bold idea that will revolutionise the way we give to charity…The latest contactless technology is going to help transform the lives of thousands of young people across the capital.”

The new creative communications campaign, in partnership with TfL and Clear Channel, will include out of home, digital and radio. It will run across London this September in the lead up to City Giving Day on 30 September. The not-for-profit assignment is effective immediately.

Matthew Patten, Chief Executive of the Mayor’s Fund for London, said: “We have been really impressed by Geometry Global’s passion to help disadvantaged young Londoners, insight into the communications challenge and creativity in bringing Penny for London to life.”

Sarah Todd, CEO Geometry Global UK, said: “The idea that small and frequent donations can make a big difference in young people’s lives is fantastic. And as an agency inspired by transforming how people buy – we’re thrilled to partner with Penny for London to help make it easy for shoppers and travellers to donate. The growth in confidence we've seen in contactless payments at retail means Penny for London is set to make a big difference in helping young Londoners now and for the future.”

Penny for London is quick and simple. People register contactless cards and make “micro-donations” of between 1p and 10p, with a daily limit of 99p, every day they travel by TfL tube or bus and every time they visit retail partners [currently Caffè Nero and Leon Restaurants].

Administered by the Mayor’s Fund for London, all money raised is given to not-for-profit organisations to help improve the prospects of children and young people across the city.

If 100,000 people sign up to the scheme in 2015, Penny for London is set to raise over £1million for good causes.

About Geometry Global

Geometry Global is an award-winning, multi-practice marketing agency that influences people's buying behaviour with transformative creative solutions informed by rich data and sharp insights. Using cutting edge insight tools to map and analyse people's Purchase Decision Journeys, the agency develops programs that drive conversion and measurably impact client business. With teams in 56 markets, Geometry Global is the largest and most international agency of its kind and has expertise in shopper, digital, experiential, relationship, promotional and trade marketing. Geometry Global is a WPP company. (NASDAQ: WPPGY).

About Penny for London
The Mayor's Fund for London launched Penny for London on 29 October 2014 with Mayor of London, Boris Johnson, officially opening the scheme. A world-first, Penny for London is a new, easy way for people to make small charitable donations using their contactless payment cards. By registering a contactless debit or credit card Londoners are able to donate every day they travel on the TfL network and National Rail services that accept Oyster – and every time they use their contactless card at a participating retailer outlet.

There are 650,000 London children living in poverty today so money raised is given to charities across London to help improve the lives and prospects of children and young people that live in areas of economic disadvantage. Penny for London can amount to significant sums of money if made by a high volume of people on a regular basis. This is a concept that can be exported to other cities in the UK and around the world.

For Penny for London media enquiries, please contact Jago Pearson of Media Intelligence Partners Ltd. on +44 (0)7796 754 376 or

Sarah Hazell
44 7900 227 200

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