The Big Issue, the U.K. magazine sold by homeless people, is addressing its audience's changing reading and paying habits in a campaign designed to make it "resellable."

In a partnership with digital bank Monzo, each magazine will come with its own scannable QR code, allowing readers to pass the magazine onto a friend, who can scan the code to pay for it again. The scheme aims to help vulnerable magazine sellers to earn more and counter the issues the homeless are facing in an increasingly cashless society.

Big Issue vendors sell on average one magazine for every hour worked and for each sale, they earn one pound twenty five. For the trial launch, Monzo has supported up to 20 sellers around the UK to open Monzo bank accounts. The money from all their sales via Pay It Forward will go straight into their Monzo accounts.

The campaign is by FCB Inferno, whose Chief Creative Officer Owen Lee says in a statement: “By turning every Big Issue buyer into a potential seller, we’ll activate a huge and untapped force for good with each vendor being the head of a chain of entrepreneurship. While all Big Issue magazines are made to do good, this means that every magazine can keep on doing good.”