5 Fund
Social Impact Marketing Strategy
A small coin can make a huge difference
UNICEF’s ‘Change for Good’ programme has been an international success, but Aussie airline passengers weren’t donating.
In Australia a five cent piece has become almost redundant currency. However, five cents to a child in a deprived country provides clean water for two days.
In partnership with QANTAS we launched ‘5Fund’, a call to arms asking Australians to reframe how they think about their ‘useless’ currency and donate their five cent coins. Our integrated campaign highlighted the effect five cents could have on a deprived child’s life and featured a beautiful onboard video, radio, digital, social and in-terminal print.
Client
Specialisms involved
A small coin can make a huge difference
UNICEF’s ‘Change for Good’ programme has been an international success, but Aussie airline passengers weren’t donating.
In Australia a five cent piece has become almost redundant currency. However, five cents to a child in a deprived country provides clean water for two days.
In partnership with QANTAS we launched ‘5Fund’, a call to arms asking Australians to reframe how they think about their ‘useless’ currency and donate their five cent coins. Our integrated campaign highlighted the effect five cents could have on a deprived child’s life and featured a beautiful onboard video, radio, digital, social and in-terminal print.
350K
Views of the video
240%
Increase in domestic donactions; their highest ever feature
Cannes
Awards for Best Young Director
Highlights
