In its annual attitude campaigns, PENNY has set itself the goal of giving a voice to people who are otherwise often overlooked. Last Christmas, the film "The Kids" called for children and young people to be listened to and for their needs and wishes for the future to be taken seriously. These wishes really did exist: PENNY surveyed children and young people from the organisations that the discounter supports with its "Förderpenny" donation initiative.

Last year, more than 100 associations from all over Germany applied for support from the Förderpenny, which has been supporting charitable organisations and associations from all over Germany that are committed to promoting children and young people every year since 2015. Interested organisations applied online at foerderpenny.de, and a regional jury selected three regional winners in each of five PENNY regions.

PENNY customers can simply say "That's right!" when shopping and round up to the nearest 10 cent amount. A neighbourhood association will receive the donations collected in this way for a whole year. The deposit receipt can also be donated. Since November 2023, the start of the current Förderpenny year, almost 52,000 euros have been collected nationwide, which will benefit the winning associations.