The six-sheet ad on the shelter on London's Tottenham Court Road features a video of a girl crying and has an integrated donation box for passersby wanting to donate to the charity. The video shows the girl gesturing to the viewer to make a donation.
When a donation is made, the video changes to show the girl in a composed state and a "thank you" message appears. No money will be left in the bus shelter overnight.
The campaign with was booked with JCDecaux Innovate through Hyperspace, the innovations division of out-of-home agency Posterscope. The creative agency was BBH.
The special six-sheet is part of a wider TV campaign that aims to raise the public's understanding of the charity.