Commuters donate directly to homeless charity through DOOH

Everyday in Melbourne there are 25,000 kids that have nowhere to call home. To tackle this transport Victoria have created a genius way to help homeless youth charity Ladder.
They used MYKI – Melbourne’s public transport cards – to allow commuters to donate directly to billboards. By harnessing an existing human behaviour, i.e. tapping a public transport card, they were able to make an easy donation mechanism that also pulled the heart strings. Created by the guys at GPY&R Melbourne.
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Source: Digital Buzz Blog