Every 5 minutes, around the world, a child dies at the hands of violence. For UNICEF Australia, time was not on their side. Donations declined while supporters stopped paying attention to traditional campaigns. They needed a way to drive donations, fast. We invited Australians to literally “Give a minute” by finding out the value of their time and donating that value directly to UNICEF &#8211; proving everyone can contribute meaningfully no matter their situation.

A revolutionary new giving platform that converts time into money. The breakthrough came when we realised that we shouldn't be asking for money - we should be asking for time. Time that can be then converted into real life saving aid for children all over the world.

Creating a new web donation page aminuteofyourtime.org we invited Australians to find out the worth of their time based on their annual salary, which could then be directly donated to UNICEF.

Minute Of Your Time

UNICEF

Sydney

digital print