Pennies powers Superdrug summer fundraising campaign in support of LGBTQIA+ community
Health and beauty retailer Superdrug has announced the return of its fundraising initiative with Switchboard, a national LGBTQIA+ support line, via Pennies, the digital micro-donation charity.
Launching on 20th May and running until 14th July, the campaign will invite customers to donate 20p at tillpoint with each purchase across Superdrug stores.
This marks the second year Superdrug has worked with Switchboard through Pennies, as part of its eight-year partnership with the charity, which has supported the LGBTQIA+ community for over 50 years. Switchboard provides a safe, anonymous and confidential space for members of the community, allies and anyone questioning their gender identity or sexuality to talk openly about topics that can often feel difficult or taboo.
To help raise awareness of the campaign in-store, Superdrug is partnering with Tia Kofi and Ella Morgan, who will front the retailer’s Summer of Fun activity, encouraging customers to support Switchboard through small donations. Alongside Pennies, selected products available at Superdrug will also help support Switchboard when purchased, including products from brands such as Lynx, Britney Spears Fragrances, Eylure, Kylie Minogue Fragrances, Acnecide, Marc Jacobs and Garnier.
Megan Potter, Trading Director at Superdrug, says: “We’re incredibly proud to continue our support for Switchboard and to partner with Pennies for a second year, giving our customers a simple way to support the LGBTQIA+ community every time they shop with us. Switchboard provides a vital, trusted and safe space for people across the UK, and even a small 20p donation at the checkout can help fund the conversations, resources and volunteer training that allow this essential service to continue.”
“At Superdrug, we believe everyone should feel seen, supported and celebrated, and this campaign is an important part of our ongoing commitment to the LGBTQIA+ community.”
Bob Hughes, Corporate Partnerships Manager at Switchboard, says: "Switchboard is proud to be partnering with Superdrug and Pennies for a second year in a row, giving millions of customers a simple way to support LGBTQIA+ people with a small donation at the checkout. The partnership shines a light on the importance of having a trusted and safe place for the UK's LGBTQIA+ community to turn to; helping Switchboard be there for more LGBTQIA+ people when they need someone to listen. All funds raised will be used to ensure that no contact - call, message, or email to Switchboard - goes unanswered."
2026 RTIH Innovation Awards
Micro-donations will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
