Saatchi’s charity idea is now legal currency in Australia

The Royal Australian Mint has created 25 million special edition coins — one for every person in the country — each branded with the words “Donation Dollar.” They are all regular legal currency, and the idea is to create a reminder to give, encouraging anyone who receives one of these coins to donate it to a charity.

Charities rely on coin donations for a substantial part of their income, so their funding has been badly hit by the move to online and digital payments during the pandemic. Saatchi & Saatchi Melbourne has calculated that if every Australian gave just one Donation Dollar a month, an extra $3 billion could be raised over 10 years.

Mark Cartwright, Royal Australian Mint executive general manager for marketing, sales & innovation, said: “For over two years we have worked closely with our friends at Saatchi & Saatchi Melbourne to construct an approach that can make an extraordinary difference to Australians. We do hope that the Donation Dollars act as a gentle reminder that as individuals we have the power to help. The act of giving these dollars, multiplied over and over for many years, has the potential to make a significant contribution to the lives of many.”

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About Emma Hall

Emma Hall
Emma Hall is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.