Public Transport Victoria have come up with a genius way to help homeless youth charity Ladder. They used MYKI – Melbourne’s public transport cards – to allow commuters to donate directly to billboards. By harnessing an existing human behaviour, i.e. tapping a public transport card, they were able to make an easy donation mechanism that also pulled the heart strings. For what was no doubt a complex project to pull off, PTV have ended up with an idea that comes across as simple and attention grabbing. But perhaps most of all, one of the easiest ways to raise donations. Created by the guys at GPY&R Melbourne.