Give a Minute of Your Time
UNICEF Australia
Issue 47 | June 2018
Agency
The Monkeys
Creative Team
CCO, Co-Founder Justin Drape Innovations Director Jay Morgan Creative team Emma Leamore, Danny Pattison
Production Team
Head of Production Thea Carone Senior Broadcast Producer Jade Rodriguez Digital Producer Tamara Wohl Technical Lead Toby Vervaart Developer Jono Casley Digital Design Lead Eva Godeny Digital Designer Lauren Elliott, Laura Ives Production Company Plaza Films Post Production The Editors Music and sound Song Zu
Other Credits
Managing Director Matt Michael Senior Content Director Samantha Heckendorf Senior Content Manager Demi Nielsen Planner Henry Bilson Digital Planner Tim Smith PR Agency POEM Client Director of Fundraising & Communications Jennifer Tierney Associate Director of Communications James Nichols Digital Engagement and Content Manager Tony Tang External Communications Manager Charlotte Glennie Digital Marketing Manager Alana Richardson Digital Content Editor Jacob Hunt Digital Content Producer Rashini Suriyaarachchi
Date
March 2018
Background
UNICEF is one of the world’s most successful charities and yet in Australia UNICEF had a donation problem. Out of 28 OECD nations, Australia ranked 17th in per capita contributions to UNICEF even though it ranked fifth in per capita GDP. Australians could be giving to UNICEF, but they just weren’t. This was all the more worrying, as donations had never been more needed. Every 5 minutes, a child was killed by violence.
The brief was simple; how could UNICEF drive donations from as many people, as soon as possible?
Idea
‘Give a Minute of Your Time’ changed the way people gave money. It was a donation platform that calculated the perfect manageable amount relative to a person's income. Meaning everyone from all socioeconomic backgrounds could finally give the same amount - a minute of their time. A welcome change to the arbitrary amounts asked for by other charities. People simply entered their salary at aminuteofyourtime.org, and the algorithm calculated the value of their time based on their income. Giving a minute of your time was made effortless with a mobile-first design, so that anyone, anywhere, could turn their time into money so that money could be turned into real life-saving aid for children in danger. Huge PR was garnered with coverage on Australia’s biggest TV talk show - The Project. Famous Australians and international social influencers donated their time to share the message on social channels.
Results
Through digital channels, the campaign achieved 138,000 impressions through earned media and 423,130 through social influencers on Instagram.
In the first two weeks of the six-week campaign, over 13,000 minutes were donated, achieving 20% of the full year’s donation target.
If everyone had donated one minute, based on an average salary of $75,000, then the average donation value would have been $0.61. Instead, the average donation was around $14.
The idea was piloted in Australia but is expected to roll out globally.
Our Thoughts
Multiple invention is curiously frequent. Elisha Bell invented the telephone at almost exactly the same moment as Graham Alexander Bell. Charles Darwin and Alfred Russel Wallace both came up with identical theories of evolution but completely separately. Pretty much at the same time that The Monkeys had this idea, BBDO New York was at work on ‘Live Minute of Silence’ for Sandyhook Promise, creating a platform that allowed people to livestream themselves on Facebook for a full minute and make a donation to the anti-gun campaign. Their idea allowed people to declare themselves as charitable folks. This one allows you to donate more privately.
The simple hook is curiosity. How much do you earn in a minute? And how much do other people earn? Sir Martin Sorrell earned $1,000 AUD a minute last year. Your average creative director, about $1.20, which is not a huge amount to donate, is it?