Background:

With 5 million Donation Dollars currently in circulation and a plan to have 20 million more minted (one for every Australian) – Donation Dollars will soon be all around us.

Problem:

We all have loose change in lots of places – whether it’s in our homes, cars, bags, pockets, or on our bed side tables. But don’t always pay attention to it.

Solution:

On the two-year anniversary of the launch of Donation Dollar – and with new coins being minted - we felt it was the perfect time to remind Australians about the coin designed to be given and not spent. Our campaign across print, OOH, and press and digital, highlights there's a 'not so normal dollar’ amongst our everyday lives, and encourages Australians to give one, when they find one – helping those who need it the most.

"EACH DONATION DOLLAR, DONATED JUST ONCE A MONTH, WILL RAISE AN ADDITIONAL $300 MILLION FOR CHARITY EACH YEAR AND $9 BILLION OVER THE COIN'S 30 YEAR LIFE CYCLE."

- National Treasury of Australia

Results:

88.9%+ AUSTRALIAN POPULATION REACHED

99.9% POSITIVE SENTIMENT

53% DONATED IN THE FIRST 2 MTHS

Royal Australian Mint - Donation Dollar

CREDITS

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