Donation Dollar
Award: Yellow Pencil
Yellow Pencil / Direct / Innovation / 2021
Award: Yellow Pencil
Yellow Pencil / Media / Direct
Award: Yellow Pencil
Yellow Pencil / Experiential / Community
Award: Graphite Pencil
Graphite Pencil / Impact / Initiatives / Nonprofits
Award: Graphite Pencil
Graphite Pencil / Direct / Press & Outdoor
Award: Graphite Pencil
Graphite Pencil / Direct / Product & Service
Award: Wood Pencil
Wood Pencil / Impact / Design / Nonprofits
Award: Wood Pencil
Wood Pencil / Product Design / Everyday Consumer Products
The digital revolution has changed currency forever. Unfortunately, less coins in pockets has unintended consequences – for example, in Australia many charities rely on coin donations, as do the most disadvantaged. Donation Dollar is the world’s first legal tender currency designed to be donated, not spent. One was minted for every Australian, creating over 25 million individual daily reminders to give, over and over and over again and create a generosity loop that lasts generations.
What did the judges have to say?
"We were blown away by Donation Dollar."
Paul Chan, Chief Creative Officer, Cheil Hong Kong
"It's a solution that can scale everywhere in the world."
Pancho González, Chief Creative Officer, Inbrax
"The best circulating moving outdoors. The fullness of the campaign idea well executed, starting from the support of the government down to the individual citizen’s participation. I wish I did this campaign. Envy and jealousy."
Tony Liu, Chairman & Chief Creative Officer, M&C Saatchi aeiou
"Donation Dollar is not an ad. It doesn't interrupt you. It's on the way rather than in the way. It serves and adds value to life just by simply being.– Peter Khoury, Experiential"
Peter Khoury, Chief Creative Officer, TBWA\Hunt\Lascaris
"Giving this coin a different meaning is helping to remind us that something as simple as a coin we used to lose in our pockets can find a way to help others."
Wanda Ximena Morgana Cálix Ponce, Chief Creative Officer, Ogilvy & Mather Tegucigalpa
"Currency has been used to communicate award-winning messages before. The Trillion Dollar Campaign comes to mind. I had done the Let Gandhi Talk campaign where we stuck stickers with Gandhi's quotes on currency notes and circulated them in markets which experienced violence. Every donation campaign, great or simple, asks people to donate. But the reason I loved Donation Dollar, from the moment I first saw it, was the audacity of the thought of actually minting currency. The idea can always be in circulation. Brilliant. The other reason I fell for this piece is the involvement of the government. It is cool to do anti-government bashing campaigns but when a government does something cool, this cool, it deserves more than a pat on the back. The idea can inspire other countries and be easily emulated. It is so simple. So powerful. The campaign line sums it up well: “Sometimes you have to make something to make a difference”."
Emmanuel Upputuru, Chief Creative Officer, Cheil India
"A government going to those lengths to create awareness of the need for charity is an incredible feat. If all governments were that caring the world would be a different place."
Pamela Jaber, Chief Ideation Officer, Friends With Holograms
"I just love the Donation Dollar. It is a beautiful everyday reminder to give, to help those who need it. I wish my home country, Brazil, had a similar initiative."
Paula Lindenberg, President of UK, Ireland & Spain, AB InBev
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.