The Big Issue: Pay it Forward
Each magazine will come with its own scannable QR code, that allows readers to pass the magazine onto a friend, who can scan the code to pay for it again. The scheme aims to help vulnerable magazine sellers to earn more and counter the issues the homeless are facing in an increasingly cashless society. Pay It Forward levels the playing field, and offers magazine vendors the opportunity to earn extra money from the onward sale of the magazine, making the time they spend on their pitch more lucrative. The process: Buy it. Read it. Sell it on - can be repeated many times over, creating a virtuous cycle. The campaign has won 3 Cannes Lions so far this year.
Pay it Forward is an idea that works perfectly for Big Issue, as they need to maintain the physical transaction for their model to work. But it’s also an idea that doesn’t have to travel far before you can see how it could shake up the models for all kinds of physical content. We’re seeing many digital content creators earning money, some a very good living, through payment platforms like Patreon. Pay it Forward shows us how we can make this a reality in the physical space.
Martin McAllister, Creative Director
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The Big Issue: Pay it Forward
In this award winning campaign we have turned The Big Issue into the world’s first resellable magazine, meaning each magazine can be sold-on each time after its been read, doing good wherever it goes.
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