UNICEF asks Australians to donate one minute of their time to help end violence against children
The Monkeys has partnered with UNICEF Australia to create ‘A Minute of Your Time’, a campaign which asks Australians to donate what they would be paid in one minute to help reduce violence against children.
A website, aminuteofyourtime.org, calculates what people are paid every minute, based on their yearly wage, then encourages them to donate a minute or more of their time.
The campaign is based on the insight that every five minutes a child around the world dies as a result of child abuse and violence.
Jennifer Tierne, director of fundraising and communications at UNICEF, said in a statement: “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.”
Justin Drape, group chief creative officer at The Monkeys, added: “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.”
Credits:
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
Agency: The Monkeys
- CCO / 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 Designer – Lauren Elliott, Laura Ives
PR Agency: POEM
- Co-Founder and 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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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How many ‘minutes’ will be eaten up by this advertising campaign?
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For arguments sake, lets say your average donor has a salary of $100,000 – that’s 0.82 value of your time according to this tool.
For me, the entire premise of this communication is flawed because the representation of value is lost through the tool. This will ultimately lead to lowering the average donation, rather than increasing it.
Whilst every dollar counts, the objective should be to increase the individual donation value not increase the number of smaller value donations IMO.
This is the type of work the Monkeys shouldn’t be producing under Accenture Interactive. It’s just not well thought through.
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