There was one simple, striking and irrefutable insight at the heart of our idea; time is money, and if everyone donated their time they could help end child violence sooner.

It was this that led us to our idea, to ask Australians to ‘Give a minute of their time’ to UNICEF. We would ask people to give us the value of their time, whatever that was worth based on their annual salary, and translate that into a real money donation.

To ensure the broadest reach and the maximum number of donations we called upon famous Aussies and social influences to carry our message on their social channels. Helping us turn time into money, and that money into real life saving aid for children in danger.

‘Give a Minute of Your Time’ changes the way we give. It’s a revolutionary donation platform that turns time into money and that money into real, life-saving aid for children in danger.

This means-based giving tool calculates the perfect manageable amount relative to each person's income. Allowing everyone to find out how much a minute of their time is worth.

To make giving a minute as easy as possible, we built a mobile-first site. Designed to provide a seamless user experience that took the user through to donate in just 60 seconds.

To ensure news of our platform reached the world, we created a short online film featuring famous Australian singer/songwriter Sarah Blasko. The film shines a light on how many minutes we waste in a day, before asking the viewer to reconsider where they spend their time. We also engaged several prominent social influencers, leveraging their social prowess to spread our message far and wide in their own unique ways. Because if everyone gives a minute of their time, it will help us get closer to ending child violence.

The campaign achieved immediate cut-though. Including coverage on one of Australia’s most popular shows ‘The Project’, totalling 519k viewers.

Through digital channels we achieved 138K impressions predominantly through earned media. And through social influencers on Instagram we reached another 423,130 and engaged a further 21,194.

For the short time the campaign was live, the time given was immense. In total 13,000 minutes were donated. For a campaign that only ran for two weeks we managed to achieve 20% of the years’ donation target – which was astounding and unprecedented.

Furthermore for a campaign message that encouraged people to give one minute, the campaign resonated so much, that people gave far more. If everyone donated one minute the average donation value (based on average salary c. $75,000) would have been expected at $0.61 – we smashed beyond that with the average donation levelling at around $14.