The Royal Australian Mint and Saatchi & Saatchi Melbourne this week launch 'Donation Dollar', the world's first legal tender currency designed to be donated. The plan is to mint a 'Donation Dollar' for every Australian, creating 25 million reminders to donate. As a nation we have been fast to adopt online and digital payment methods - ever more so since the pandemic. Sadly, a shift away from notes and coins has had unforeseen and significant consequences on Australian charities. Many of which rely on coin donations - as do the most disadvantaged members of our society. While the ways we use currency are evolving, coins and notes are still relevant. And, for many, necessary. Each Donation Dollar is therefore designed to be a small reminder to give. And each one in circulation will create its own loop of generosity. If every Australian gave just one Donation Dollar a month, we could raise an additional $3 billion for our charities over 10 years. Which is one of the reasons why the idea has had the full endorsement and support of the Community Council of Australia (CCA) – a collective of over 50,000 charity organisations. Launching on International Charity Day, Donation Dollar is supported by an integrated campaign led by film, social and earned media, the latter being facilitated by Publicis Groupe agency, Herd MSL.
