Give A Minute Of Your Time - UNICEF

Challenge
With over 60,000 charities in Australia, apathy to call for donations was at all time high.
One of the biggest barriers to donations is not knowing what amount is appropriate for you. If you can't afford to give a large amount is your donation even worthwhile?

Execution
'Give a Minute of Your Time' changes the way we give. It's a revolutionary donation platform that calculates the perfect manageable amount relative to a person's income.
Allowing everyone to find out how much a minute of their time is worth and donate.

Results
The new tool has already raised over 13,000 minutes worth of peoples time in donation for UNICEF - despite no media spend. All thanks to an integrated effort across social media, OOH, digital and celebrity endorsements.

Role 
Executive Creative Direction