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  • SUB CATEGORY :
    INTEGRATED PR CAMPAIGN
  • COMPANY ENTERING :
    SAATCHI & SAATCHI AUSTRALIA, MELBOURNE
  • TITLE :
    DONATION DOLLAR
  • BRAND :
    THE ROYAL AUSTRALIAN MINT
  • ADVERTISER :
    THE ROYAL AUSTRALIAN MINT
  • AGENCY :
    SAATCHI & SAATCHI AUSTRALIA, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    MIKE SPIRKOVSKI
  • EXECUTIVE CREATIVE DIRECTOR :
    SIMON BAGNASVO
  • CREATIVE DIRECTOR :
    LEE SUNTER
  • ART DIRECTOR :
    PETER CVETKOVSKI
  • COPYWRITER :
    ADAM FERRIE
  • EXECUTIVE PRODUCER :
    LUCY TRENGOVE
  • DIGITAL DESIGN :
    JARRYD HOOD
  • HEAD OF DESIGN :
    MATT ALPASS
  • FINISHED ARTIST :
    JULIET SYMES
  • ACCOUNT DIRECTOR :
    JAMES CAMERON
  • ACCOUNT MANAGER :
    HARRIETTE CURTIS
  • PR AGENCY :
    HERD MSL, MELBOURNE
  • PR STRATEGY & ACCOUNT DIRECTOR :
    STEPH BANNO
  • PR & EARNED MEDIA TEAM LEAD :
    ROB TOLAN
  • GROUP MANAGING DIRECTOR :
    SKYE LAMBLEY
  • CAMPAIGN SUMMARY :
    Not since the creation of currency in ancient Mesopotamia, more than 5000 years ago, has a coin been designed for compassion, not commerce. Donation Dollar is the first of its kind in the world. The only coin ever to have been designed to elicit a response to give, rather than spend. The result is over 25 million individual reminders to give in the hands of everyday Australians. Which, hopefully, create a loop of generosity for the 30 lifespan each coin has in circulation.
  • THE BRIEF :
    In a world of growing digital transactions, we needed to find an innovative, breakthrough way to encourage all Australians to reconsider the power and value of a single dollar. And the potential every dollar has to make a real impact on the lives of those in need. Especially amongst the most disadvantaged of us – those suffering from poverty, hardship and adversity. Objectives– • Change the perception of the power of the world’s oldest form of currency. • Inspire all Australians to donate to those who need it most. • Create new stream of donations for causes, charities and those in need to help fight socio-economic hardship.
  • THE STRATEGY :
    Donation Dollar is designed to remind us to give, not only in times of crisis, but all year round. Therefore, the target audience was every single Australian. It’s an official circulating coin, which can be spent like any other $1 coin, but when donated, helps make an on-going impact on the lives of Australians in need, and creates a generosity loop that lasts generations. One coin minted for every single Australian, creating over 25 million individual, daily reminders to give. If every Australian donated just one Donation Dollar each month, we’d raise an additional $300Million for charity each year, and $9Billion over the coin’s 30-year lifecycle. Donation Dollar is the first currency of its kind in the world. A coin designed with a call-to-action. A call to give, rather than spend.
  • THE EXECUTION :
    Launched on International Day of Charity 2020, across PR, TV, Press, OOH, Online, Social and with one coin minted for every single Australian, placing over 25 million individual daily reminders to give in the hands of every Australian, and creating a generosity loop that lasts generations. An integrated campaign was timed to coincide with Donation Dollar’s national launch, with all touchpoints designed to not only introduce the new world-first initiative but also educate the public of what to do when they find a Donation Dollar in their daily lives. As the target audience was wide and diverse, placements across all forms of media was identified as the best approach to achieve mass awareness. With over 25 million coins distributed across the nation, supported by an integrated mix of PR, TV, Press, OOH, Online and Social, Donation Dollar was launched at a scale rarely achievable.
  • THE RESULT :
    Long-term outcomes – With the average lifespan of an Australian coin being 30 years, the Donation Dollar will remain in circulation for decades to come, being donated over and over again on a continuous loop of generosity. If every Australian donated just one Donation Dollar each month, we’d raise an additional $300 million for charity each year, and $9 billion over the coin’s lifecycle. Results/Success – Donation Dollar has been embraced by the Australian public, inspiring them to reconsider the coins in their change and their potential power for good. • 88.9%+ of Australian population reached • 99.9% positive sentiment • Within the first 2 months, 53% of Donation Dollars found were donated.