Australians are getting a new coin in their change to encourage them to give to charity

Saatchi & Saatchi worked on the 'Donation Dollar' project for the Royal Australian Mint

Published On
Sep 03, 2020

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During the pandemic, the shift away from physical money such as notes and coins has had significant consequences on giving to charities. Now in Australia, a new campaign is encouraging people to give by creating a special "donation dollar" coin as legal tender.

The Royal Australian Mint, which worked on the project with agency Saatchi & Saatchi Melbourne, has pledged to mint a "Donation Dollar" for every Australian. The idea is that when people receive the specially designed coin in their change, it acts as a gentle reminder to donate. It says that if every Australian gave just one Donation Dollar a month to charity, charities could benefit by an additional $3 billion Australian dollars over 10 years. 

Launching on International Charity Day, the project is supported by a campaign including film, social media and earned media, handled via Publicis Groupe agency, Herd MSL.

“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,” said Mark Cartwright, Royal Australian Mint executive general manager, marketing, sales & innovation, in a statement. 


Sep 03, 2020
Client :
The Royal Australian Mint
Agency :
Saatchi & Saatchi-Melbourne
General Manager Marketing Sales & Innovation :
Mark Cartwright
Project Manager :
Frederica Heacock
Marketing & Communications Manager :
Nicolle Keyes
Chief Creative Officer :
Mike Spirkovski
Executive Creative Director :
Simon Bagnasco
Creative Director :
Lee Sunter
Senior Creative/Copywriter :
Adam Ferrier
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
Developer :
Dagmar Ford
Strategist :
Jack Gilbert
Group Account Director :
Leah Williams
Account Director :
James Cameron
Account Director :
Jamie Herman
Account Executive: :
Jobe MacShane
Senior Business Director :
Adam Brami
New Business Director :
Rebecca Robertson
Managing Director :
Mark Cochrane
Production Company :
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
Executive Producer :
Charlotte Griffiths
Editor :
Leila Gabbi
Post Production & VFX :
Senior Producer :
Celeste Fairlie
Senior Producer :
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
Colorist :
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 Manager :
Sarah Gilmore
PR Account Manager :
Coralie Redden
Publicity Support :
Nelson Fogarty
Publicity Support :
Lucy Rayner
Publicity Support :
Sarah Lipkin
Publicity Support :
Sophia Mathias
Publicity Support :
Karen Dunnicliff
Publicity Support :
Damian Marwood
Group Managing Director :
Skye Lambley
Event Management :
Yakusan Brand Experience
Senior Account Director :
Isabelle Ward
Associate Producer :
Lauren Hunter
Audio News Release :
Video New Release :
Hug Media

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