This is a nice idea from JWT for Alzheimer’s Society. Wooden blocks engraved with the word ‘HOPE’ have been added to the shelves at selected Budgens stores in London. Engraved on the back is a barcode and explanation that if you take this to the till, a £1 donation to the Alzheimer’s Society will be added to your shopping list. The block is then returned to the shelves. Such a simple idea. It’s great because you let people choose to donate rather than having some chugger rattling a collection tin in their face, and you give them something to show off to the other people in the shop with. It’s being trialled at the Crouch End and Belsize Park branches of Budgens so if you live nearby add Hope to the list next time you go out for some bread and milk.