Iris Case Studies 5Fund: Transforming Redundant Currency into Social Impact

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	5Fund: Transforming Redundant Currency into Social Impact Iris

5Fund: Transforming Redundant Currency into Social Impact

Iris

Technology Category	Sensors - Camera / Video Systems
Applicable Functions	Sales & Marketing
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Sensors - Camera / Video Systems

Applicable Functions

Sales & Marketing

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.

About 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.

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.

Impact #1	The '5Fund' campaign was a significant success, both in terms of its reach and its impact on UNICEF's 'Change for Good' program. The campaign video was viewed 350,000 times, indicating a high level of engagement with the campaign's message. More importantly, the campaign led to a 240% increase in domestic donations, marking the highest ever feature for the program in Australia. This increase in donations would have a direct impact on UNICEF's ability to provide aid to children in need. Additionally, the campaign was recognized at the Cannes Awards for Best Young Director, further highlighting its success and impact.

Impact #1

The '5Fund' campaign was a significant success, both in terms of its reach and its impact on UNICEF's 'Change for Good' program. The campaign video was viewed 350,000 times, indicating a high level of engagement with the campaign's message. More importantly, the campaign led to a 240% increase in domestic donations, marking the highest ever feature for the program in Australia. This increase in donations would have a direct impact on UNICEF's ability to provide aid to children in need. Additionally, the campaign was recognized at the Cannes Awards for Best Young Director, further highlighting its success and impact.

Benefit #1	350,000 views of the campaign video
Benefit #2	240% increase in domestic donations, marking their highest ever feature

Benefit #1

350,000 views of the campaign video

Benefit #2

240% increase in domestic donations, marking their highest ever feature

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Overview

5Fund: Transforming Redundant Currency into Social Impact

Operational Impact

Quantitative Benefit