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. 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.