Every five minutes a child around the world dies through violence. That’s a shocking fact. But will it make you donate to help UNICEF put an end to violence against children?
What if you donated just a minute of your time – the monetary value of one minute of your time? You’d give that, wouldn’t you?
That’s all The Monkeys’ campaign for UNICEF is asking for. Have a go. Click here and find out how little the minute will cost you.
The national awareness and fundraising campaign, A Minute of Your Time, helps Australians to find out how much a minute of their time is worth so they can donate it to the international charity and help stop violence against children sooner.
The Monkeys co-founder and group chief creative officer, Justin Drape, explained, “Most people are generous enough to spare a minute of their time to help a friend, family or a colleague so the idea is to allow folks to see what that minute of their time is actually worth in monetary value. Then, hopefully, they will donate it to UNICEF because a minute of their time can help children suffering at the hands of violence for a lifetime.”
The campaign directs people to a dedicated website that prompts them to calculate the commercial worth of their time by providing their annual salary. The purpose-built website then transforms this figure into a tangible dollar amount.
The campaign is backed by a host of Australians both here and abroad, including singer Sarah Blasko and The Project’s Carrie Bickmore.
UNICEF director of fundraising and communications, Jennifer Tierney, noted, “Unfortunately, for many children, violence wears a familiar face. They are likely to find themselves at risk in the very environments where they spend most of their time and where they should feel the safest: at home, in school and in their communities. Not everyone can be a humanitarian worker, but we can all spare a minute of our time to help children.”
The campaign film is running online and in UNICEF-owned social channels, supported by OOH.
Credits:
Agency: The Monkeys
Chief creative Officer & Co-Founder: Justin Drape
Innovations Director: Jay Morgan
Creative team: Emma Leamore & Danny Pattison
Managing Director: Matt Michael
Senior Content Director: Samantha Heckendorf
Senior Content Manager: Demi Nielsen
Planner: Henry Bilson
Digital Planner: Tim Smith
Head of Production:Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Digital Producer: Tamara Wohl
Technical Lead: Toby Vervaart
Developer: Jono Casley
Digital Design Lead: Eva Godeny
Digital Designers: Lauren Elliott & Laura Ives
Sarah Blasko
PR Agency: POEM
Co-Founder & Director: Matt Holmes
Account Manager: Tessa Conboy
Production Company: Plaza Films
Director: Tori Savage
Executive Producer: Peter Masterton
Production Manager: Alicia Rashleigh Butler
DOP: Thomaz Labanca
Post Production: The Editors
Editor: Stew Arnott
Post: Fin Design
Music and sound: Song Zu
Client: UNICEF Australia
Director of Fundraising & Communications: Jennifer Tierney
Associate Director of Communications: James Nichols
Digital Engagement and Content Manager: Tony Tang
External Communications Manager: Charlotte Glennie
Digital Marketing Manager: Alana Richardson
Digital Content Editor: Jacob Hunt
Digital Content Producer: Rashini Suriyaarachchi
