Why is this work relevant for Media?

With over 25 million coins minted (one for every Australian) and released into circulation, the Donation Dollar is in itself a piece of ambient/outdoor media – Developed exclusively for the Australian market to inspire 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 / insights (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 individual pieces of media in 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)

Target Audience – All Australians Media Planning - Each of the 25 million Donation Dollars formed a key part of our media approach, as they, in themselves, are a form of direct/ambient/outdoor media – designed to inspire the spirit of generosity in all Australians. Approach - The coins were released into circulation via the existing banking distribution network, seeing the 25 million coins make their way across the nation and into the hands of the Australian public. The release was supported by a fully integrated campaign.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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. Scalability - 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 themselves.

Please tell us how the work was designed / adapted for a single country / region / market

As an official legal tender Australian $1 coin ‘Donation Dollar’ was designed specifically for the Australian market.. The coin itself also featured Australia’s iconic ‘green and gold’ colours as a reminder of our national pride and inspiring the entire nation with a collective spirit of generosity.