Sam Warburton and FOR Cardiff launched the Give DIFFerently scheme at The Hayes, Cardiff on Monday.
People in Cardiff can now use their contactless debit or credit cards to donate to those who are homeless or at risk of homelessness as part of the new alternative giving scheme.
Funded through FOR Cardiff, an interactive screen featuring the two-times British and Irish Lions captain has been installed on the Hayes.
The screen and technology behind it enables members of the public to ‘Card it for Cardiff’ by tapping their card on the window at any time of the day or night.
For every tap, a fixed fee of £2 will be put towards small grants for those who are currently experiencing homelessness or at risk of homelessness. The grants will be distributed through the city’ frontline services and donations will be doubled thanks to the Four Acre Trust.
Give DIFFerently encourages people visiting and living in the city to think differently about how they give to those who are begging, homeless or at risk of homelessness.
A partnership between FOR Cardiff, The Big Issue Cymru, Cardiff Council, Community Foundation in Wales, Huggard, the Salvation Army, South Wales Police, The Wallich and Public Health Wales, Give DIFFerently shines a light on the wealth of services provided to help combat rough sleeping across the city, as well as fundraising to provide grants for individuals at risk.
Sam Warburton, who is seen on screen encouraging people to interact with the contactless payments, said: “Having grown up in Cardiff, I have noticed the increase in people rough sleeping, especially more recently, so I was keen to support this collaborative approach and help raise awareness of Give DIFFerently as a fresh way of giving.”
Adrian Field, Executive Director, FOR Cardiff, the business improvement district for the city, said: “Feedback from the businesses in the BID area is that cash payments are in decline and according to recent articles it is expected in the next eight to ten years it will only account for 21% of purchases.
“This is why we have been working with the frontline services tackling street homelessness across the city to think about how we move with the trend and make sure the generous people of Cardiff can give to the people they see on the streets, even if they’re not carrying cash.”
Beth Thomas, Regional Manager at The Big Issue Cymru, added: “With an increase in rough sleeping in Cardiff, we were keen to be involved in a multi-agency approach to helping people who have multiple and complex needs access support. We have seen the success from other homelessness alliances of contactless technology as an alternative way to give and wanted to bring that to Cardiff.”
Cardiff Council, Cabinet Member for Housing and Communities, Cllr Thorne said: “The aim of Give DIFFerently is to end the cycle of homelessness and move people away from rough sleeping by providing meaningful support through small grants that will really make a difference to individuals.
“Addressing rough sleeping and homelessness in the city is a real priority for the Council and by giving DIFFerently, everyone can help us tackle the issue so that some of the most vulnerable people in our society can begin to rebuild their lives."
Leading Out of Home media owner Clear Channel has worked closely with FOR Cardiff to bring the campaign to life, delivering the interactive screens and contactless payment mechanic, as well as aiding with the creative execution for Sam Warburton’s virtual double.
Donations will be managed by the Community Foundation in Wales, where voluntary and third sector organisations can apply for grants from £250 - £750 to help individuals they know need it the most.
Ten per cent of the fund will be ring-fenced for organisations working with those at risk of Adverse Childhood Experiences to prevent the next generation from becoming homeless or having to resort to street-based activities such as begging.
With financial support of the Four Acre Trust, every £2 donated by contactless payment will be matched, turning each person’s donation from £2 in to £4.
The public will be able to donate via the contactless technology until Sunday 25th March or at any time by texting DIFF20 followed by the amount you want to donate to 70070.
For more information, visit www.givedifferently.wales or follow @GiveDIFFerently