Wieden+Kennedy London Invites Londoners to #DonateASmile to St Joseph’s Hospice

Wieden+Kennedy London has just launched its latest window installation: ‘Smileless Selfie’. In support of St Joseph’s Hospice, and in memory of dear W+K Group Account Director Cheryl Rogers, who was cared for and passed away at the hospice in 2014, the colourful window display on Hanbury Street mirrors Cheryl’s optimism and fun-loving nature. The window invites passers-by to #donateasmile — and £1.00 — to generate their ‘Smileless Selfie.’ 100 percent of the proceeds will go toward St Joseph’s. 

The installation is fun and easy to interact with. Visitors donate a mere £1.00 to have their picture taken, their smile digitally removed and receive a physical ‘smileless selfie’ to take away. Encouraged to share this picture with the hashtag #donateasmile, they can raise more awareness for St Joseph’s and drive others to donate. 

Partnering with tech company Cohaesus, the installation was imagined by W+K Creative team Philippa Beaumont and Artur Faria: “Working on the window was an honour for us. Despite the fact that we never met Cheryl, her smile was something special that people that knew her best always talk about. So, we decided to make the window a tribute to her smile and her positivity. We know that life is precious and short and that we need to make the most of it. The simple act of smiling can make lives much better, and in this case, contribute to an amazing cause as well.”

The window is only part of the agency’s fundraising efforts. W+K London walked 10K on Friday, 27 May en masse from the agency to Victoria Park. A now annual event, the walk celebrates Cheryl’s life and raises money for St Joseph’s. W+K aims to add considerably to its to fundraising for St Joseph’s to date, which exceeds £36,000. Click here to contribute.