UNICEF Asks For 'A Minute Of Your Time' to Stop Violence Against Children

Every five minutes a child around the world dies at the hands of violence. To help put an end to violence against children, UNICEF and The Monkeys' new campaign, 'A Minute of Your Time' turns time into money and money into real, life-saving aid for children in danger.

The national awareness and fundraising campaign encourages Australians to find out how much a minute of their time is worth so they can donate it to the international charity and help stop violence against children sooner.

Driving participants to a dedicated website that prompts them to calculate the commercial worth of their time by providing their annual salary, the purpose-built website then transforms this figure into a tangible dollar amount.

The campaign is backed by a host of Australians both here and abroad, including singer Sarah Blasko and The Project's Carrie Bickmore.

Says Jennifer Tierney, director of fundraising and communications, UNICEF: "Unfortunately, for many children, violence wears a familiar face. They are likely to find themselves at risk in the very environments where they spend most of their time and where they should feel the safest: at home, in school and in their communities. Not everyone can be a humanitarian worker, but we can all spare a minute of our time to help children."

Says Justin Drape, cofounder and group chief creative officer, The Monkeys: "Most people are generous enough to spare a minute of their time to help a friend, family or a colleague so the idea is to allow folks to see what that minute of their time is actually worth in monetary value. Then, hopefully, they will donate it to UNICEF because a minute of their time can help children suffering at the hands of violence for a lifetime."

Beginning this week, the campaign launch film will appear online, and across OOH and UNICEF owned social channels.

To calculate what a minute of your time is worth, visit aminuteofyourtime.org to donate.