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Look Out for Guerrilla Generosity on London Streets

Look Out for Guerrilla Generosity on London Streets
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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.

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