Cultural / Context information for the jury

With over 25 million coins minted (one for every Australian) and released into circulation, the Donation Dollar is in itself a piece of outdoor, resulting in over 25 million individual billboards in the hands of every Australian – inspiring the holder to donate it to a cause, a charity or those in need. The release of Donation Dollar into official circulation was supported by an extensive OOH campaign, featuring posters, and billboards designed to introduce the coin to the Australian market.

Translation. Provide a full English translation of any text.

Right now a little goes a long way. If we all donated just one Donation Dollar a month, we’d raise an additional $300 million a year, for those who need it most. donationdollar.com.au #donationdollar Millions of reminders to give. donationdollar.com.au #donationdollar A single dollar goes a long way. donationdollar.com.au #donationdollar Find me. Donate me. donationdollar.com.au #donationdollar Small coin. Big impact. donationdollar.com.au #donationdollar Made to make a difference. When you find one in your change, you can help make a big difference by donating it to a cause, a charity or those in need. donationdollar.com.au #donationdollar Find me. Donate me. If we all donated just one Donation Dollar a month, we’d raise an additional $300 million a year, for those who need it most. donationdollar.com.au #donationdollar

Tell the jury about the art direction.

The suite of Donation Dollar outdoor posters and billboards were specifically designed to not only introduce the new Australian, world-first $1 coin, but to also help communicate the impact even a seeming small donation can have in the lives of those who need it most. In each execution, the coin itself was the hero, with the words ‘Donation Dollar’, ‘Give to help others’ clearly visible to the audience. The golden ‘ripples of impact’ featured on the coin were used as a visual device, extending out beyond the coin as a symbol of the ongoing impact each coin and each donation can have the lives of Australians in need. They also served as a device to draw the eye to the headline and supporting text. The striking coin visual was set against a dark blue gradient background, consistent throughout the entire suite of campaign assets.