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Vancity Billboard Sports Nearly 61,000 Pennies
VANCOUVER, B.C. (5/7/13)--The Canadian penny went out of circulation in February. VanCity, a Vancouver, B.C.-based credit union, turned the country's budget-cutting measure into an imaginative marketing opportunity, using 61,000 of the decommissioned coins to create a mosaic billboard.

Click to view larger image VanCity, a Vancouver, B.C.-based credit union, collected 61,000 of the out-of-circulation Canadian pennies to create a mosaic billboard touting its "Money Makes Good" philosophy. (Photo provided by The Financial Brand.)
In February, Vancity asked its members, "What do you plan to do with all your pennies?" on the credit union's Facebook page (The Financial Brand May 6).

The credit union offered members two ideas: Lead a penny drive to support a local cause or drop their pennies off at two of the credit union's new branches.

Vancity partnered with Vancouver-based social enterprise Starworks to use the pennies members recycled to build the "super billboard." Starworks provides employment opportunities to people with developmental disabilities.

The billboard is a demonstration of Vancity's "Make Good Money" philosophy, which seeks to create positive change within the local community, said Richard Seres, the credit union's vice president of marketing. The project put out-of-circulation pennies to use and created jobs for six people at Starworks, Seres told the The Financial Brand.

"Are you ready for change that counts?" asks the slogan on the billboard, underscoring Vancity's commitment to its community.

To watch a YouTube video about the mural, use the link.
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