The Royal Australian Mint is launching the donation greenback
The donation dollar is an idea by Saatchi & Saatchi Melbourne. At a time when charities are particularly struggling for donations in the pandemic, it's an innovative way to give Australians a gentle call to donate to charity on a regular basis.
Over time, the Royal Australian Mint plans to produce a donation dollar for each Australian, which means there will ultimately be millions of the coins in circulation. As legal tender, they can of course be spent on anything in the usual way, but the hope is that they create a "generosity loop" by inspiring people to donate. If every Australian gave just one dollar a month, an additional $ 3 billion could be raised to charity over a ten year period.
The project, which launched on September 5th, International Charity Day, is fully supported and supported by the Community Council of Australia (CCA) – a collective of over 50,000 charities.
"This is a first global initiative that everyone at the Mint is very proud of," said Mark Cartwright, Royal Australian Mint Executive General Manager for Marketing, Sales and Innovation. “For over two years we've worked closely with our friends at Saatchi & Saatchi Melbourne to develop an approach that can make an extraordinary difference for Australians.
“We hope the donated dollars are a gentle reminder that we as individuals have the power to help those who are struggling – the act of giving those dollars, which has multiplied over the years, has Potential to make a significant contribution to the lives of many. "
For more information on the donation dollar, please visit donationdollar.com.au
Credits:
Creative agency: Saatchi & Saatchi Melbourne
CCO: Mike Spirkovski
ECD: Simon Bagnasco
Creative Director: Lee Sunter
Older creatives: Adam Ferrie, Peter Cvetkovski
Head of Design: Matt Alpass
Designer: Alice De Saulles
Finished artist: Juliet Symes
Digital design: Jarryd Hood
Production company: Revolver
Directed by Stephen Carroll