JWT London has created a new fundraising mechanism which aims to make charitable giving part of people’s everyday lives.
Engraved wooden blocks branded HOPE can be picked up in shops and scanned at the checkout along with the rest of a consumer’s shopping. A £1 donation is automatically sent to the Alzheimer’s Society, the leading UK care and research charity for people affected by dementia, and first to sign up to JWT London’s new initiative.
Having made a £1 donation at the checkout the wooden block is then returned to the shelf to be used again. The aim is to target consumers when they are spending money, but at the same time make the process continuous and more convenient than existing methods.
On the back of the wooden blocks, which are made from Forestry Commission approved wood, is an explanation of how HOPE works: ‘Pay for this at the till. Your £1 goes to help people affected by dementia.’ The Alzheimer’s Society logo is engraved on the blocks and there is also a barcode which can be scanned at the checkout. There will also be explanatory posters used in-store.
HOPE will initially take up substantial shelf space in two Budgens stores in Crouch End and Belsize Park, which are both situated in North London. All money raised will be given to the local branch of the Alzheimer’s Society. HOPE will be trialled in these two stores with the view of expanding the scheme.
Joseph Petyan, Executive Partner at JWT London, said: “We are immensely proud of HOPE, an initiative we believe will revolutionise the way people think about making a charitable donation. The aim is for HOPE to become a part of people’s everyday lives and something as regular as buying everyday grocery items.”
Jen Mosley, Community Fundraising Manager at the Alzheimer’s Society, commented: “We’re always looking for innovative and quirky new ways to raise money and the HOPE initiative does just that. The great thing about this scheme is that shoppers can choose to donate a small but vital amount of money in an easy way, simply by taking the block with the rest of their groceries to be scanned at the check-out.”
Click here to view the press release