Donation Dollar continues to remind Australians to give in latest campaign via Saatchi & Saatchi
International Day of Charity (September 5th) marks the two-year anniversary since the Royal Australian Mint released the world’s first Donation Dollar: a one-dollar coin designed to be donated. To encourage Australians to continue to give what they can, the Mint has again partnered with Saatchi & Saatchi Australia to launch a national awareness campaign.
The ongoing goal is to continue circulating Donation Dollars until 25 million are released, including an additional 5m to be released this year.
The campaign aims to remind people to look out for Donations Dollars in their everyday – from car’s centre consoles to savings jars and supermarket change – the powerful dollar coin could fall into your hands at any moment.
Celebrating the impact the Donation Dollar has had to date, while looking ahead to what can be achieved, the campaign is set to run across broadcast television, press, OOH, radio, digital and earned media, the latter being facilitated by Publicis Groupe’s, Herd MSL.
Says Lee Sunter, creative director, Saatchi & Saatchi: “It’s crazy to think, if every Australian donated just one Donation Dollar a month, it has the potential to raise an additional $300 million annually for those who need it most. With an estimated 11 million in circulation by the end of the year, this next chapter is a friendly and timely reminder to keep an eye out for Donation Dollars, and give one when you find one.”
Says Leigh Gordon, CEO, Royal Australian Mint: “We know through our findings that the more aware Australians are of the Donation Dollar the more likely they are to go out, find one and donate one. Which is why on International Day of Charity we are reminding Australians of the potential positive impact. We encourage Aussies to double check their change, pockets and car consoles for the Donation Dollar.”
Client: Royal Australian Mint
Executive General Manager, Sales, Marketing & Innovation: Mark Cartwright
Marketing and Communications Manager: Nicolle Keyes
Media and Communications Officer: Annika Scott
Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Creative Director: Lee Sunter
Associate Creative Director: Kerem Sekerci
Senior Copywriter: Mac Wright
Art Director: Patricia Casten
Head of Design: Matt Alpass
Head of Operations: Greer Macpherson & Deb Munro
Head of Strategy: Joe Heath
Group Account Director: Lucy Haworth
Senior Account Manager: Emma McLellan
PR Agency: Herd MSL
Strategy Director: Stephanie Bano
Account Director: Sophie Roubicek
Account Manager: Isobel Ramsay
Senior Account Executive: Logan Jones
Production Company: Revolver
Director: Victoria Singh-Thompson
Managing Director/Executive Producer: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Sarah Nichols
Director of Photography/Stills Photographer: Derek Henderson
Post Production: The Editors
Exec Producer: Nicoletta Rousianos
Post Producer: Adrian Konarski
Editor: Lily Davis
Sound Production: Rumble Studios
Executive Producer: Michael Gie
Sound Designer: Cam Milne
22 Comments
It must be hard to follow up what was an amazing innovative use of media. But crikey this kind of ruins the legacy doesn’t it? Would have been better leaving donation dollar alone and continuing on the strategy of teaching people to be kind with money. This leaves a bad taste on what was a lovely idea
Has anyone in Australia honestly ever been given one of these coins???
What to do with one of these coins even if I got one.
Nice and simple
Honestly just sad, for so many reasons.
Nope. Do they really exist?
Baggas you’ve done it again mate!!!!!!!!!!
Well done Vicky T!!! Proud to see you Directing.
Vic!
Don’t often bother to comment but this is so frustrating. There’s a brilliant idea at the heart of this, potentially genuinely able to benefit people. But the ‘advertisingness’ just can’t get out of the way of itself and make it clear. And why do all the shots look like they’re set in the exclusive golf club life of a retired accountant? Does my head in.
Love the art direction of this campaign. Epic photography.
I actually came across one the other day – they do exist!
Also – lovely photography. A warmer build on the last iteration.
The timing of this just feels really bad. Cost of living is going through the roof right now. How do you think someone who is doing it tough is going to feel when one of these lands in their hand? Imagine having to avoid eye contact with the cashier as you splurge on a 1 star pack of beef mince at aldi.
I like the idea of the donation dollar – I really do. However, it was probably about ten years too late. These days, even my mum is tapping to pay, and the guy selling Big Issue has a tap and pay facility.
I live in a building with coin-operated washing machines. I went to the bank and asked for $20 in $1 coins. I was given a bag with 20 of these donation dollars. That wasn’t the first time. And, without trying to sound like a virtue-signalling prick, the donation icon does trigger my brain to think what it’s meant for. I’ve handed a few of these in Kings Cross because every time I walk to the station I have to negotiate an ever-growing number of homeless people camping on the footpath.
I don’t give a fuck whether you think the art direction appears too elite or you think this idea is so yesterday; that’s just your faux superiority speaking. Get a grip and hand one over next time you find one in your pocket. Otherwise, shut up and just hand a normal one anyway.
The creative execution has been lovely throughout. But the strategic thinking has always been backwards. The idea is pointed in the wrong direction and that’s why the impact is all about ‘potential to raise $300m’, not actual impact.
Problem: People are using less cash [projected to be just 2% of POS transactions shortly], so are giving less frequently to charities / the bucket shakers. So the direction shouldn’t be to swim against an irreversible change but find a smart way to leverage it.
At Saatchi & Saatchi
You’re merely reinforcing the strategic flaw with this idea. If it were aimed at people who use coin operated laundry machines then great. But you’re in a very small minority.
Well at least this might end up with someone outside of advertising knowing what it is.
Looks a bit dated. What happened here. Did the local gentry offer up their Mossman homes for free?
Should have put the budget to work with a new concept. Donation dollar was a clever execution, but there’s no need for this work. The coin tells you what to do with itself anyway.
Also the over the top stills and Burger King Confusing Times art direction just feel try hard without substance.
Saatchi are good for a stunty execution every three years. This isn’t one of those three years
The creators of the idea aren’t listed? Granted they no longer work for Saatchis but shouldn’t they get a nod here? Or are you dead once you leave an Agency for a better opportunity?