Give A Minute

UNICEF - INTEGRATED CAMPAIGN

Every 5 minutes a child dies at the hands of violence. To help buy them more time, UNICEF was looking for a new digital way to drive donations.

This idea came from the insight that donation workers will often stop you in the street asking for a minute of your time when what they really want to ask you for is money. We cut out the middleman by getting you to see exactly what a minute of your time is worth by entering your salary. Then inviting you to donate it to UNICEF to help end violence against children. Because everyone can spare a minute, right?

With a media spend of zilch, the campaign did good in both senses of the word. Achieving 20% of the year’s targeted donation in just 2 weeks.