On International Charity Day (5 September) The Royal Australian Mint is launching the Donation Dollar, the world’s first legal tender currency designed to be donated.
The AU$1 coin can be spent like any other money but are stamped with the message ‘Donation Dollar: Give to help others. The Royal Australian Mint has minted 3.5 million so far and will make 25 million in total – roughly one for every Australian.
The launch is supported by an integrated campaign by Saatchi & Saatchi, Melbourne, with film and social, as well as earned media facilitated by Publicis Groupe agency, Herd MSL, Sydney. With endorsement from the Community Council of Australia (a collective of more than 50,000 charities), Donation Dollar aims to counter the decreases in donations during the pandemic.
The coins are designed to encourage small donations; if every Australian gave just one Donation Dollar a month, an additional $3bn could be raised for charities over 10 years.
In a press release, Mark Cartwright, The Royal Australian Mint executive general manager of marketing, sales and innovation, said, ‘We do hope that the Donation Dollars act as a gentle reminder that as individuals we have the power to help those that are doing it tough – the act of giving these dollars, multiplied over and over for many years, has the potential to make a significant contribution to the lives of many.’
More information about the initiative can be found on a dedicated microsite, along with the campaign film, promotional materials and resources on fundraising for schools, charities and families.
