The Microloan Foundation is a charity providing small business loans to women in sub-Saharan Africa which has created, with its agency DLKW Lowe an innovative live donation digital billboard campaign at Westfield London. The campaign asked the public to donate via SMS and receive a customized on-screen thank you message. The screens will show an incomplete image of a smiling African woman constructed entirely from pennies. Each donation causes a new batch of coins to fall into place on the poster image until eventually the picture of the smiling woman is complete. Donors can then share their contribution with friends via Twitter, Facebook or email.