Pixels for Poverty turns an interactive billboard into a vehicle for giving by endowing the giver with the power of ownership and color over the image.

The billboard begins as a black and white outline with the invitation to "Call if you care". Once connected, the caller donates a sum of money in return for coloring in a part of the image and owning those pixels that have been transformed with a name tag. The bigger the sum, the bigger the area of the billboard that is colored. For live events, the process becomes a game where callers compete and collaborate to color in the billboard as fast as possible.

Donors can track their contribution online, post to their Facebook wall and connect to the wider community of givers.

A working demo is at bit.ly/pixels4poverty.

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