Breast Cancer Foundation NZ unveils tap-to-donate bus shelters

The contactless-payment-enabled oOh!Media panels allow passersby to donate NZ$3 directly to the Breast Cancer Foundation with a simple tap of the card or phone.

It’s not the first time oOh!Media has installed contactless payment capabilities into outdoor furniture, though the work for the Breast Cancer Foundation NZ is a much cleaner iteration of the technology.

The first bus shelter involved in the campaign sits on Aukland’s Queen St, instructing New Zealanders to “Take a stand against breast cancer” and donate NZ$3 by simply tapping their payWave enabled EFTPOS card or phone against the reader.

Breast Cancer Foundation tap to donate 2

“The technology is not new but when combined with our panels at street level it is a really powerful and affordable way for charities to engage ‘on the go’ New Zealanders,” says oOh!Media New Zealand general manager, Nick Vile.

Vile says he was thrilled to have the Breast Cancer Foundation NZ kicking off the new oOh!Media product offering, one he assures will be an effective and engaging way for charities to gain ‘on the go’ community support.

“All funds collected from this initiative will be directed straight into the charity’s account via a secure process that follows the PCI Data Security Standard. The card reader is purely tap-and-pay, with no pin pad, and with the system set to a small donation amount, it allows for a seamless and secure transaction,” Vile explains.

Breast Cancer Foundation NZ chief executive says the organisation is delighted to be the first to use the new donation panels, “Breast Cancer Foundation NZ is always looking for innovative ways to spread the breast health message and to raise vital funds for our work.”

In March 2016, Walking Wounded launched a similar tap-to-donate outdoor campaign through oOh!Media, allowing commuters to donate $1.99 to support a fundraising appeal for veteran support through shopping centre panels.

Walking Wounded tap to donate

oOh!Media (Australia) CEO and managing director Brendan Cook said at the time that the campaign marked the first outdoor tap-to-donate initiative of its kind used at a national scale.

“This technology has opened up a whole new range of possibilities for OOH advertising,” said Cook during the Walking Wounded campaign launch.

Prior to that in 2015, Pedigree launched a campaign through Val Morgan Outdoor which involved large box screens manned by Pedigree attendants. Similarly, passersby could make a $2 donation by tapping their card against the reader next to the screen, with all proceeds going to Mars Petcare’s charity partner, PetRescue.

Pedigree tap to donate

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Josh Loh
BY Josh Loh ON 22 October 2019
Josh Loh is assistant editor at MarketingMag.com.au