LONDON, April 10, 2012 – JWT London, the advertising agency behind some of the UK’s best loved ads, 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 Moseley, 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.”
For more information contact:
JWT London Lucy Barrett Email – firstname.lastname@example.org Tel – 020 7656 7188
Joe Thomas Email – email@example.com Tel – 020 7656 7901
Notes to Editors:One in three people over 65 will die with dementia Alzheimer’s Society research shows that 800,000 people in the UK have a form of dementia, more than half have Alzheimer’s disease. In less than ten years a million people will be living with dementia. This will soar to 1.7 million people by 2051 Alzheimer’s Society champions the rights of people living with dementia and the millions of people who care for them
About JWT JWT is the world’s best known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with clients including J&J, HSBC, Brand America, Bloomberg, Bayer, Cadbury, Diageo, DTC, Ford, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
Alzheimer’s Society Alzheimer’s Society is a membership organisation, which works to improve the quality of life of people affected by dementia in England, Wales and Northern Ireland.