Look Out for Guerrilla Generosity on London Streets

Look Out for Guerrilla Generosity on London Streets

Envelopes containing a penny are meant to encourage random acts of thoughtfulness near and wide

Lauren Kirkwood
  • 23 december 2015

Calling all Londoners—keep an eye out for the little pouches filled with lucky pennies that have been recently scattered around your city as part of a campaign promoting guerrilla generosity.

The project, called A Penny for Your Thoughts, involves 500 square envelopes sprinkled over London to spread good cheer and encourage small (and large) acts of kindness, according to Daianna Karaian, the founder and chief executive of Thoughtful, the combination magazine, studio and creative community that launched the project with the help of creative agency Unreal.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.