By Michael Moore
Cancer Research UK has opened up a new dimension to its fundraising, thanks to a new initiative that allows the public to pledge through its shop windows.
The charity has teamed up with advertising giant Clear Channel to launch the world's first use of "contactless giving" technology, where customers give money using their mobile phones to interact with a window display.
The public now has the opportunity to donate £2 to the charity's lifesaving research to beat cancer sooner, simply by tapping their contactless debit or credit card on the window at one of four selected shops in the U.K.
"We are excited to be premiering this world-first use of contactless giving technology in four of our shop windows," said Paul Clarke from Cancer Research UK. "Cancer Research UK does not receive any government funding for our vital research so rely on the generosity of the public. The contactless giving through four of our shop windows is a new and exciting way for people to donate to our work and help us bring forward the day when all cancers are cured."
The contactless giving technology will be available 24 hours a day in the windows of Cancer Research UK shops in Kensington, Guildford, Marylebone and Brighton from January 30 until February 13, which includes World Cancer Day on February 4. People can check if their existing card is enabled by looking for the contactless symbol on their card.
"This collaboration is a great example of how we can leverage both existing and emerging technology along with consumer behavior to deliver an innovative new way for Cancer Research UK to raise funding," added Neil Chapman from Clear Channel UK.
"This contactless window display is an important step towards offering brands a contactless payment solution away from their point of sale and works brilliantly with the 'tap donation', enabling Cancer Research UK scientists to continue their vital research."
In addition to giving via the window, the public can show their support by wearing a Unity Band, available from all Cancer Research UK shops from today for a suggested donation of £2 or they can text 'Unite' to 70200 to make a small donation of £3.