Former EastEnders star Danny Dyer went undercover on Monday, donning a flat cap and the red Big Issue tabard as he joined Big Issue seller Andre Rosant on Tottenham Court Road in London to help sell the magazine.

Dyer, known for his role as Mick Carter on the popular soap, tried his hand at selling the Big Issue but was surprised by how many passers-by failed to recognise him, with many rushing past without a second glance – an experience that Rosant, who usually sells at a pitch in Carnaby Street, knows all too well.

Speaking to the Big Issue, Dyer said, “There’s a lot of very kind people out there. I understand they were probably buying because of who I am – I was signing a few copies and stuff.

Reflecting on his time on the street, Dyer added, “It’s really interesting to be out here on the streets. 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.

Rosant praised Dyer’s effort, saying, “Danny made a good stab at selling it. 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.

Dyer has also thrown his support behind the Big Community, a new Big Issue campaign demanding more action on poverty. His involvement aims to raise awareness about the challenges faced by those selling the magazine, as well as the wider issues affecting people living in poverty across the UK.