TV legend Danny Dyer tried selling Big Issue in London. This is how it went – and what he learned

Shoppers on Tottenham Court Road were surprised to discover an undercover Danny Dyer flogging them a Big Issue this morning.

Disguised beneath a flat cap and the iconic red Big Issue tabard, the actor – perhaps best known for his nine-year stint on EastEnders – tried his hand at selling the magazine on Monday (30 September) alongside real Big Issue seller André Rostant.

Dyer sold around ten magazines over half an hour, a result he was “buzzing” with.

“There’s a lot of very kind people out there,” he told the Big Issue. “I understand they were probably buying because of who I am – I was signing a few copies and stuff. I think it’s really interesting to be out here on the streets. 

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“There’s not a lot of money about from anybody, everyone’s struggling at the moment, so I’m really happy we sold a few – I didn’t think we’d sell one, so I’m over the moon, I’m buzzing.”

Plenty of people failed to recognise him, instead rushing past with heads down – an experience which our man André, who usually sells at a pitch in nearby Carnaby Street, is all too familiar with.

“Danny made a good stab at selling it,” André added. “But as enormously famous as he is, still people walked past and ignored him. The expression on his face when people did walk past, and tried to ignore him or avoid him, was interesting because I’m sure he’s not used to being ignored or avoided!”

Several punters did recognise the iconic actor – but Dyer told those who wanted a photo that they would have to buy a copy of the magazine first. It’s a “brilliant publication”, he added.

“It’s giving people who don’t have many opportunities the chance to earn some money,” he said. “It’s a good publication. Buy the Big Issue, it’s important.”

Speaking after he’d tried his hand at selling, Danny Dyer has committed his support for the Big Community. The Big Community is a new Big Issue campaign which wants to unite the voices of people across the UK to demand more action on poverty for the government.

As part of the Big Community initiative, the Big Issue wants the public to back its call for a ‘Poverty Zero’ law, which would force every government to set legally binding targets to reduce poverty – as with net Zero.

It’s estimated that 3.8 million people in the UK live in extreme poverty, struggling to feed, clothe and keep themselves warm. This has more than doubled in the last seven years, and the Big Issue wants the first ever ‘Poverty Zero’ law to tie the government to eradicating destitution by 2035. 

“If you want to do your bit to end poverty, become part of the Big Issue’s Big Community,” Danny Dyer said today. “It’s very important, so get amongst it.”

The public can back this bold new campaign from the Big Issue and support its services helping more than 4,000 people a year to earn, learn and thrive by signing up to the Big Issue’s new membership scheme.

To become a member of the Big Community visit bigissue.com/membership.

Do you have a story to tell or opinions to share about this? Get in touch and tell us more. Big Issue exists to give homeless and marginalised people the opportunity to earn an income. To support our work buy a copy of the magazine or get the app from the App Store or Google Play.