How to 'Save a Child With the Power of Five' in Iris Worldwide's UNICEF Campaign

Iris Worldwide today released the 5 Fund domestic platform for the long running Change For Good program of UNICEF in partnership with Qantas.  The campaign, created from the network’s Sydney office, aims to ‘save a child with the Power of 5’ and motivate domestic donation by showing the difference small change can make. 

The campaign will act as an extension of the highly successful Change For Good partnership and consists of a stunning on-board video to showcase the importance of the five cent coin.  In addition to the video, iris created print, digital and social together with a complete redesign of the in-terminal collection points.

The dramatisation of the power of five cents through a simple but evocative execution brings to life the potential for what has become an almost worthless coin. Directed by Craig Rasmus of the Feds with animation and 3D/VFX by Heckler, the strikingly crafted spot aims to change behaviour on a large scale by reaching the hearts and minds of all Australians.

The simple premise of offloading unwanted foreign currency after travelling on an international Qantas flight has amassed $28 million for UNICEF’s global child health, protection and education programs over the past 23 years.

Executive creative director for Sydney Mike Spirkovski said when he first saw UNICEF’s Change For Good envelope onboard an international flight many years ago he felt it was a simple and insightful idea – one that required no effort but a big reward in helping a child in need.

“Unfortunately it doesn’t have the same impact domestically, as we are asking Aussie travellers to donate real, useful currency,” he said. “Our challenge was to create the same behavioural leap in Australia and 5 Fund was it - turning our most useless coin into the most powerful change in the world. Almost everyone is stunned to hear that a five-cent coin can give a child two days of drinking water. The sad part is that the average Aussie wouldn’t even pick one off the floor and probably has hundreds of loose coins lying around the house or bottom of a bag.”

The focus now shifts to the domestic traveller with the aim of turning Australia’s most useless coin into the world’s most powerful currency. Unwanted five-cent pieces can be placed in the envelopes provided in seat pockets on domestic flights and then into 5 Fund collection bins at arrival gates around the country. Just 50 cents can kick start a child’s education with books and pencils. $1.50 can immunise five children from disease.

In an era of belt tightening in an ever-contracting charity sector, 5 Fund provides a simple way for all ages to contribute to social justice and has completely reframed how people donate locally – and as a result, significantly boosted the overall perception of UNICEF and its Change for Good program.  

“The entire team that worked on this project was remarkable and proved the power of a simple but extraordinary idea, when executed well, can make an amazing change to peoples lives” Spirkovski added. “It was a monumental effort by all, in particular the sterling direction by Craig and the entire crew at Heckler, for delivering such a stunning piece of animation.”

Credits

Agency: Iris Worldwide Sydney

Executive Creative Director: Mike Spirkovski

Art Director: James Griffiths

Senior Copywriter: Phil Shearer

Copywriter: Daniel Miller

Creative Services Manager: Roger Dore

Managing Director: Penny Dixon

Group Account Director: Jarrod Brennan

Account Manager: Kym Lawson

Account Executive: Courtney Borg

Regional Planning Director: Dan Pankraz

Head of Digital: Darren Collins

Senior Designer: David Fleming

Production Company: The Feds

Director: Craig Rasmus

Executive Producer: Michael Cook

Post Production Company: Heckler

Executive Producer: Will Alexander

Executive Creative Director: Garry Jacques

VFX Supervisor: Mick Watson

VFX Producer: Samantha Daley

VFX Coordinator: Tyrone Estephan

Head of Lighting: Bryn Morrow

Lighting: Albert Susantio

Modelling: Sina Rahimpour

Animation: Jialing Zhang

Lead Compositor: Mark Kwanten

Compositor: Tim Parsons

Online: Maxence Peillon

Audio Production & Sound Design: Nylon Studios

Sound Designer: Nathaniel Joyce

Senior Producer: Tanya Carswell

Voice Talent: Felix Williamson

Music: “Blood” by The Middle East 

Music Licensing: Music Mill

Donna Fitzhenry & Nicole McCarthy

Design & Branding: David Rees and Ritch Smalley

Website: Made with love by all @ Pollen

Client: UNICEF Australia

Head of Corporate Partnerships: JP Zwinkels

Corporate Partnerships Manager: Sally Roberts

Corporate Partnerships Executive: Marinke Kat

Corporate Partnerships Executive: Eammon Bryant