Title | DONATION DOLLAR |
Brand | THE ROYAL AUSTRALIAN MINT |
Product / Service | DONATION DOLLAR |
Entrant | SAATCHI & SAATCHI Melbourne, AUSTRALIA |
Idea Creation | SAATCHI & SAATCHI Melbourne, AUSTRALIA |
Media Placement | UM Canberra, AUSTRALIA |
PR | HERD MSL SYDNEY Sydney, AUSTRALIA |
Production | REVOLVER Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Mike Spirkovski | Saatchi & Saatchi | Chief Creative Officer |
Simon Bagnasco | Saatchi & Saatchi | Executive Creative Director |
Lee Sunter | Saatchi & Saatchi | Creative Director |
Adam Ferrie | Saatchi & Saatchi | Senior Creative/Copywriter |
Peter Cvetkovski | Saatchi & Saatchi | Senior Creative/Art Director |
Matt Alpass | Saatchi & Saatchi | Head of Design |
Alice De Saulles | Saatchi & Saatchi | Designer |
Juliet Symes | Saatchi & Saatchi | Finished Artist |
Lucy Trengove | Saatchi & Saatchi | Executive Producer |
Zena Bartlett | Saatchi & Saatchi | Producer |
Nick Baum | Saatchi & Saatchi | Senior Digital Producer |
Jarryd Hood | Saatchi & Saatchi | Digital Designer |
Fei Wang | Saatchi & Saatchi | Head of Content |
Heather McKean | Saatchi & Saatchi | Creative Content Producer |
Jack Gilbert | Saatchi & Saatchi | Strategist |
Leah Williams | Saatchi & Saatchi | Group Account Director |
James Cameron | Saatchi & Saatchi | Account Director |
Jobe MacShane | Saatchi & Saatchi | Account Executive |
Rebecca Robertson | Saatchi & Saatchi | New Business Director |
Alex Speakman | Saatchi & Saatchi | Executive Strategy Director |
Mark Cochrane | Saatchi & Saatchi | Managing Director |
Rob Tolan | Herd MSL | PR & Earned Media Lead |
Stephanie Banno | Herd MSL | PR Strategy & Account Director |
Skye Lambley | Herd MSL | Group Managing Director |
Mark Cartwright | The Royal Australian Mint | General Manager, Marketing, Sales & Innovation |
Frederica Heacock | The Royal Australian Mint | Project Manager |
Nicolle Keyes | The Royal Australian Mint | Marketing & Communications Manager |
Donation Dollar was launched via an integrated communications strategy including PR, TV, Press, OOH, Online, Social and Direct, with one coin minted for every single Australian, creating over 25 million individual, daily reminders to give and a generosity loop that lasts generations.
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.
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 individual billboards 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.
Target Audience – All Australians Integration - In launching Donation Dollar ‘the small coin made to make a difference’, it was important to include a broad selection of platforms and mediums to ensure the message reached the wide cross-section of Australians. It was also important for the campaign to have a clear and consistent message across all media touchpoints – ensuring the Australian public were not only aware of the new coin entering circulation, but also what we would like them to do upon receiving one in their change. Approach – All integrated touchpoints were specifically designed to feel part of a cohesive campaign, whilst communicating their own individual messages.
Launched on International Day of Charity 2020, across PR, TV, Press, OOH, Online, Social and with one coin minted for every single Australian, creating over 25 million individual, billboards in the hands of every Australians, and a generosity loop that lasts generations. The integrated campaign was timed to coincide with the 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 one 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.
Donation Dollar has been embraced by the Australian public, inspiring them to reconsider the coins in their change their potential power for good. Reach – 88.9%+ of Australian population reached Engagement - 99.9% positive sentiment Impact – Within the first 2 months, 53% of Donation Dollars found were donated. 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. Based on this innovative approach to reimagining the role physical currency plays in society and its potential for good, Donation Dollar has gained the interest of other countries, looking to adopt the idea into their markets.