The coin that says 'Donate me to a good cause'

This is brilliant. The 'Donation dollar' is an absolutely legit, legal-tender dollar coin created by The Royal Australian Mint. But it's also a powerful idea, developed over the last two years along with Saatchi & Saatchi Melbourne, to encourage charitable donations.

The mint plans to mint one of these coins for each of the 25 million people in Australia over the coming years, and hopes that when they find one in their pocket, they'll consider donating it. 

The concept has the support of the Community Council of Australia (CCA), a collective of over 50,000 charity organisations.

A campaign explaining the initiative includes a film (above), a campaign website, social media and earned media, the latter being driven by Publicis Groupe agency Herd MSL.

Ad Nut presumes that the mint would have been minting the same number of coins in any case. So the additional cost of this initiative is low, but the potential payoff is high. In fact, in research done in advance of the launch, 20% of Australians who don't currently give to charity said they would be encouraged to do so by such a coin. Here's hoping that bears out.

Why does Ad Nut suddenly have a craving for Mentos?

CREDITS

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

Audio News Release: MediaCast

Video New Release: Hug Media

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