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Unicef highlights the big impact of small change in new digital campaign

Children’s charity Unicef has today launched 5 Fund, a digital platform for their Change for Good digital campaign - which aims to highlight the big impact small change can have to Australians.

Created by the Sydney office of Iris Worldwide it aims to boost donations down under by encouraging air travellers to hand over unwanted change by way of an on-board video to be screened during Qantas flights which focusses on the humble 5-cent coin.

This is accompanied by print, digital and social engagement together with a re-design of in-terminal collection points.

Explaining how this came about executive creative director Mike Spirkovski said he adapted the existing foreign currency donation envelopes to solicit donations of Australian dollars and cents.

Spirkovski said: “Our challenge was to create the same behavioural leap in Australia and 5 Fund was it - turning our most useless coin into the most powerful change in the world. Almost everyone is stunned to hear that a five-cent coin can give a child two days of drinking water. The sad part is that the average Aussie wouldn’t even pick one off the floor and probably has hundreds of loose coins lying around the house or bottom of a bag.”

Over the past 23 years Change for Good has raised $28m for Unicef in unwanted foreign currency donations.