Outdoor > Culture & Context
DONATION DOLLAR
SAATCHI & SAATCHI, Melbourne / THE ROYAL AUSTRALIAN MINT / 2021
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In Australia, technological advancements have seen many transactions move towards digital, having a devastating impact on our charities and those who rely on physical coin donations.
As an of?cial circulating legal tender Australian $1 coin ‘Donation Dollar’ was designed speci?cally for the Australian market as a daily reminder to give to those in need. The coin itself features Australia’s iconic ‘green and gold’ colours, to not only inspire a sense of national pride, but also to unite the entire nation in a collective spirit of generosity.
Launched on International Day of Charity 2020, supported by an extensive OOH campaign and with one coin minted for every single Australian, creating over 25 million individual daily reminders to give and placing over 25 million outdoor billboards in the hands of every Australian – the coin itself being a new form of outdoor communication.
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