Why is this work relevant for Direct?

With over 25 million coins minted (one for every Australian) and released into circulation, the Donation Dollar is in itself a piece of direct marketing – inspiring the holder to donate it to a cause, a charity or those in need. Donation Dollar is not only the first of its kind in the world, it's the first time a coin has been used to illicit a direct response, inspiring the holder to donate rather than spend it, resulting in over 25 million individual billboards in the hands of every Australian.

Background

Situation – The digital revolution has changed currency forever. Unfortunately, carrying less coins in our pockets has unintended consequences. In Australia, many charities rely on coin donations, as do the most disadvantaged among us. Brief – As a society, we need to reconsider how we use the coins we do have. Objectives – • Change the perception of the power of the world’s oldest form of currency. • Inspire all Australian’s to donate to those who need it most. • Create new stream of donations for causes, charities and those in need.

Describe the creative idea (30% of vote)

Donation Dollar is designed to remind us to give, not only in times of crisis, but all year round. 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 and placing over 25 million ambient communications in the hands of every Australian. 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 lifecycle. Donation Dollar is not only the first of its kind in the world, it's the first time a coin has been designed with a call-to-action to illicit a direct response, inspiring the holder to give to those in need.

Describe the strategy (20% of vote)

Data gathering – Data gathering involved Focus groups, Quantitative research and Desk research. As part of this research, we discovered that while Australians knew giving was important, most of us felt like we couldn’t afford to donate more than we currently do. To inspire new generosity, we needed an idea that made giving feel effortless. Target Audience – All Australians Approach – We harnessed ‘Nudge Theory’ and applied it to the world’s oldest form of currency, the coin, to illicit a direct response and subtly suggest that this coin belongs to those in need. Call to action – The call to action ‘Give to help others’ featured on every one of the 25 million coins clearly indicated the action the holder should take when finding a Donation Dollar in their change.

Describe the execution (20% of vote)

Launched on International Day of Charity 2020, with one coin minted for every single Australian, creating over 25 million individual billboards in the hands of every Australian. The coins were released into circulation via the existing distribution system, spreading the 25 million coins across the entire nation, for all Australian’s to find in their change, and to inspire them to donate to their chosen cause, charity or someone in need. With the average lifespan of an Australian coin being 30 years, the Donation Dollar is designed to 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.

List the results (30% of vote)

The Donation Dollar has been embraced by the Australian public, inspiring them to reconsider the coins in their change and the power they have to make a difference in the lives of those in need. Results – • 88.9%+ of Australian population reached • 99.9% positive sentiment • $0 media budget • Within the first 2 months, 53% of Donation Dollars found were donated. Ongoing Potential - 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.