The Royal Australian Mint creates millions of new ways to donate via Saatchi & Saatchi

Ads, Advertising

The Royal Australian Mint and Saatchi & Saatchi Melbourne this week launch ‘Donation Dollar’, the world’s first legal tender currency designed to be donated.

The plan is to mint a ‘Donation Dollar’ for every Australian, creating 25 million reminders to donate.

As a nation we have been fast to adopt online and digital payment methods – ever more so since the pandemic. Sadly, a shift away from notes and coins has had unforeseen and significant consequences on Australian charities. Many of which rely on coin donations – as do the most disadvantaged members of our society. While the ways we use currency is evolving, coins and notes are still relevant. And, for many, necessary.

Each Donation Dollar is therefore designed to be a small reminder to give. And each one in circulation will create its own loop of generosity. If every Australian gave just one Donation Dollar a month, we could raise an additional $3 billion for our charities over 10 years.

Which is one of the reasons why the idea has had the full endorsement and support of the Community Council of Australia (CCA) – a collective of over 50,000 charity organisations.

Launching on International Charity Day, Donation Dollar is supported by an integrated campaign led by film, social and earned media, the latter being facilitated by Publicis Groupe agency, Herd MSL.

To view theDonation Dollarcampaignlaunch film click here.

Simon Bagnasco, Saatchi & Saatchi Melbourne Executive Creative Director says: “I am incredibly proud of the team behind this project. It is a rare feat to bring an idea to the world which helps all charities, not just one. And a special thank you to everyone at the Mint for the spirit of collaboration and enthusiasm they brought to this project.”

Mark Cartwright, Royal Australian Mint Executive General Manager – Marketing, Sales & Innovation says: “This is a world first initiative that everyone at the Mint is very proud of. For over two years we have worked closely with our friends at Saatchi & Saatchi Melbourne to construct an approach that can make an extraordinary difference to Australians.

“We do hope that the Donation Dollars act as a gentle reminder that as individuals we have the power to help those that are doing it tough – the act of giving these dollars, multiplied over and over for many years, has the potential to make a significant contribution to the lives of many.”

Chair of The Community Council for Australia and former Chief Executive of World Vision Australia, Tim Costello, has shared his praise and support for Donation Dollar and the impact it will have on those who need a helping hand. 

Costello adds: “Our immediate reaction when presented with the Donation Dollar was ‘finally an idea that unites every Australian charity, but also every Australian, in a common good’. With research showing one in five Australians, who don’t currently give to charity at all, saying the coin would lead to them giving more to charity, there’s no doubt in my mind this is a gift that will benefit those who are most vulnerable in our nation, starting now – a time when many need this kind of helping hand the most.”

To visit the Donation Dollar website click here.

Campaign Credit List: 

Client: The Royal Australian Mint

General Manager, Marketing, Sales & Innovation: Mark Cartwright

Project Manager: Frederica Heacock            

Marketing & Communications Manager: Nicolle Keyes                                

Creative Agency: Saatchi & Saatchi Melbourne

Chief Creative Officer: Mike Spirkovski                                 

Executive Creative Director: Simon Bagnasco                                   

Creative Director: Lee Sunter                        

Senior Creative/Copywriter: Adam Ferrie                             

Senior Creative/Art Director: Peter Cvetkovski                                 

Head of Design: Matt Alpass                         

Designer: Alice De Saulles                                          

Finished Artist: Juliet Symes                          

Executive Producer: Lucy Trengove                           

Producer: Zena Bartlett                                 

Senior Digital Producer: Nick Baum                             

Digital Design: Jarryd Hood                            

Head of Content: Fei Wang                           

Creative Content Producer: Heather McKean                                   

Developer: Steven Ashby & Dagmar Ford                                        

Strategist: Jack Gilbert                                              

Group Account Director: Leah Williams

Account Director: James Cameron                            

Account Director (2019): Jamie Herman                   

Account Executive: Jobe MacShane                          

Senior Business Director (2019): Adam Brami                                  

New Business Director: Rebecca Robertson  

Managing Director: Mark Cochrane  

Production Company: Revolver

Director: Stephen Carroll

Managing Director / EP: Michael Ritchie

Executive Producer: Pip Smart

Associate EP: Anna Mannix

Producer: Max Horn

Cinematographer: Jordan Maddocks

Post Production: The Editors, Melbourne

Executive Producer: Charlotte Griffiths

Editor: Leila Gabbi

Post Production & VFX: Alt VFX

Senior Producer: Celeste Fairlie & Adrianna Spanos

VFX Supervisor & Online Editor: Dave Edwards

VFX Production Manager: Jayce Attewell

Head of 3D: Nick Angus

CG Supervisor: Jordan McInnes

Animator: Kerri Moss

Lead Compositor: Matt Chance

Colourist: Ben Eagleton         

Retouch Artist: Jonathon Ryder

Music Composition: Turning Studios

Composer: Elliot Wheeler

Producer: Carla De Menezes Ribeiro

Audio Post Production: Squeak E. Clean Studios

Head of Sound: Paul Le Couteur

Executive Producer: Ceri Davies

Earned Media & Public Relations: Herd MSL

PR & Earned Lead: Rob Tolan

PR Strategy & Account Director: Stephanie Banno

PR Account Managers: Sarah Gilmore & Coralie Redden

Publicity Support: Nelson Fogarty, Lucy Rayner, Sarah Lipkin, Sophia Mathias, Karen Dunnicliff & Damian Marwood

Group Managing Director: Skye Lambley

Event Management: Yakusan Brand Experience

Senior Account Director: Isabelle Ward

Associate Producer: Lauren Hunter

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.