Give a minute.
Although Australians are natural born helpers, back in 2016 out of 28 OECD nations, Australia ranked 17th in per capita contributions to UNICEF even though it ranked 5th in per capita GDP.
Our brief was simple but tricky – find a new way to encourage Australians to give more of their money to UNICEF.
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 www.aminuteofoyurtime.org we invited Australians to find out the worth of their time based on their annual salary, which could then be donated directly to UNICEF.