“Sorry, I haven’t got any cash on me.” A phrase The Big Issue’s homeless and disadvantaged vendors could no longer afford to hear as Australia’s percentage of contactless payments surpasses the rest of the world. Introducing, ‘Now Accepting’—a campaign that uses the power of Visa and Mastercard to tell a potentially complex story about new payment processes in a ruthlessly simple way. The simplicity meant the campaign could fit anywhere, resulting in unprecedented pro bono media. Australians no longer had an excuse. And sales increased immediately by 18%, despite the magazine price simultaneously going up.