UNICEF | Give a Minute
Award: Wood Pencil
Wood Pencil / Digital Marketing / Campaign Websites / 2019
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.
Creating the revolutionary new giving movement ‘Give a Minute’ we invited Australians to find out the value of their time and donate that value directly to UNICEF - proving everyone can contribute meaningfully no matter their situation.
In 2 weeks we achieved 20% of UNICEF’s donations target, reversing the clock for children suffering.
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