Penny for London sign up drive gathers momentum with breakfast promotion


Penny for London’s registration drive is gathering momentum with a new breakfast promotion for all new sign-ups.

Children from Bellenden Primary School in Southwark, a beneficiary project, joined Henry Dimbleby for breakfast and a lesson in smoothie making with a maths twist at their local Leon restaurant.

Leon is offering buy-one-get-one-free breakfasts for anyone who signs up to Penny for London.

Every penny donated by the public will be used by Penny for London to benefit young Londoners via charities and not-for-profits across the capital.

Co-founder of Leon restaurants, Dimbleby, joined Boris Johnson and big names such as Pixie Lott and Penny Lancaster in a call to arms to help deprived young people in the capital.

Dimbleby said: “There really is no excuse when it’s this easy to help. It takes only a minute to sign up to give one penny – but those pennies will add up to make a huge difference to the lives of young people all over London.”

Penny for London marks a step change in how we donate to charity, providing a new, easy way for people to make small charity donations, as little as a penny, by harnessing the huge potential of contactless payments that now total into the millions. It is a revolution in charitable giving devised by the Mayor’s Fund for London.

By registering their contactless debit or credit card at, Londoners are now able to donate one penny, or more if they wish, every day they travel on the TfL network and National Rail services that accept Oyster – and every time they use their contactless card in Caffè Nero or Leon outlets in the capital.

Bellenden Primary School in Southwark take part in the Mayor’s Fund for London Count on Us primary maths challenge. 26 per cent of the pupils are eligible for free schools meals.

Headteacher Steven Borthwick said: “Our children benefit enormously from the Count on us Challenge. Penny for London is a superb initiative that will help fund this and countless other projects around London. Helping young people who live in areas of high economic deprivation achieve their potential.”