5Fund: Transforming Redundant Currency into Social Impact
Technology Category
- Sensors - Camera / Video Systems
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is UNICEF, a United Nations agency responsible for providing humanitarian and developmental aid to children worldwide. UNICEF operates in over 190 countries and territories through country programs and National Committees. The organization is known for its 'Change for Good' program, which encourages airline passengers to donate their spare change to help children in need. In Australia, UNICEF partnered with QANTAS, the country's largest airline, to launch the '5Fund' campaign to increase domestic donations.
The Challenge
UNICEF's 'Change for Good' program, which encourages airline passengers to donate their spare change to help children in need, was facing a significant challenge in Australia. The program was not receiving the expected level of donations from Australian passengers. The issue was compounded by the fact that the five-cent piece, a common denomination for spare change, was becoming almost redundant in the country. However, in deprived countries, this seemingly insignificant amount could provide a child with clean water for two days. The challenge was to change the perception of Australians towards their 'useless' currency and encourage them to donate their five-cent coins to the 'Change for Good' program.
The Solution
In response to this challenge, UNICEF partnered with QANTAS to launch the '5Fund' campaign. This initiative aimed to reframe how Australians thought about their five-cent coins and encourage them to donate this 'useless' currency. The campaign was integrated across multiple platforms, including an onboard video, radio, digital, social media, and in-terminal print. The campaign's key message was the significant impact that a five-cent coin could have on a deprived child's life. By highlighting the potential of these small coins, the '5Fund' campaign aimed to increase domestic donations to UNICEF's 'Change for Good' program.
Operational Impact
Quantitative Benefit
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