Situation –

The digital revolution has changed currency forever. Unfortunately, carrying less coins in our pockets has unintended consequences. In Australia, many charities rely on coin donations, as do the most disadvantaged among us.

Brief –

As a society, we need to reconsider how we use the coins we do have.

Objectives –

• Change the perception of the power of the world’s oldest form of currency.

• Inspire all Australians to donate to those who need it most.

• Create new stream of donations for causes, charities and those in need.

We redesigned the Australian $1 coin to remind us to give, not only in times of crisis, but all year round. It’s an of?cial circulating coin, which can be spent like any other $1 coin, but when donated, makes an on-going impact on the lives of Australians in need.

It's the ?rst time a coin has been designed to elicit a direct response with one coin minted for every Australian, creating over 25 million individual, daily reminders to give and a generosity loop that lasts generations.

The Donation Dollar is not only the ?rst Australian $1 coin to feature a colour, but also the ?rst to feature an interactive design, with the green centre designed to wear down the more the coin is donated, revealing golden ripples emanating from its centre - a symbol of the ongoing impact the coin is making on the lives of those in need.

Target Audience -

All Australians

Approach -

Our approach was to harness the power of ‘nudge theory’ to inspire all Australians to give to those in need. Each of the 25 million Donation Dollars formed a key part of our approach, as they, in themselves, are a form of new media – designed to inspire the spirit of generosity in all Australians.

The coins were released into circulation via the existing banking distribution network, seeing the 25 million coins make their way across the nation and into the hands of the Australian public. The release was supported by a fully integrated campaign including PR, TV, Press, OOH, Online and Social.

Launched on International Day of Charity 2020, across PR, TV, Press, OOH, Online, Social and with one coin minted for every single Australian, placing over 25 million individual daily reminders to give in the hands of every Australian, and creating a generosity loop that lasts generations.

An integrated campaign was timed to coincide with Donation Dollar’s national launch, with all touchpoints designed to not only introduce the new world-?rst initiative but also educate the public of what to do when they ?nd a Donation Dollar in their daily lives.

As the target audience was wide and diverse, placements across all forms of media was identi?ed as the best approach to achieve mass awareness.

With over 25 million coins distributed across the nation, supported by an integrated mix of PR, TV, Press, OOH, Online and Social, Donation Dollar was launched at a scale rarely achievable.

Long-term outcomes –

With the average lifespan of an Australian coin being 30 years, the Donation Dollar will remain in circulation for decades to come, being donated over and over again on a continuous loop of generosity.

If every Australian donated just one Donation Dollar each month, we’d raise an additional $300 million for charity each year, and $9 billion over the coin’s lifecycle.

Results/Success –

Donation Dollar has been embraced by the Australian public, inspiring them to reconsider the coins in their change and their potential power for good.

• 88.9%+ of Australian population reached

• 99.9% positive sentiment

• Within the ?rst 2 months, 53% of Donation Dollars found were donated.

Scalability –

Based on this innovative approach to reimagining the role physical currency plays in society and its potential for good, Donation Dollar has gained the interest of other countries, looking to adopt the idea themselves.