The Up Greek Tourism initiative has reached London, where starting on Thursday, a billboard campaign will go on display on Piccadilly Circus for a period of two weeks.

The campaign follows similar efforts in New York and Washington in the United States. The initiative was established in 2009 by a group of Greek Americans residing in New York as a reaction to the ongoing Greek debt crisis and the tarnishing of the country’s image in international media.

In London, the project was developed following the efforts of volunteers who raised 12,000 pounds sterling through crowdfunding and social media campaigns.

“We understand that these are financially difficult times and we greatly appreciate people’s contributions, but most of all we feel touched by their love for Greece,” said Katerina Spetsiou, project manager for the London campaign. “Thanks to everyone’s generosity we can contribute to our country’s economy by helping boost tourism at a time when it’s most needed.”