Qantas and UNICEF build on ‘Change For Good’ program with new ‘Save a Child With The Power of 5’ campaign launch via iris Worldwide Sydney

iris Worldwide has today released the 5 Fund domestic platform for the long running Change For Good program of UNICEF in partnership with Qantas.  The campaign, created from the network’s Sydney office, aims to ‘save a child with the Power of 5’ and motivate domestic donation by showing the difference small change can make.

The campaign will act as an extension of the highly successful Change For Good partnership and consists of a stunning on-board video to showcase the importance of the five cent coin.  In addition to the video, iris created print, digital and social together with a complete redesign of the in-terminal collection points.

VIEW THE VIDEO

The dramatisation of the power of five cents through a simple but evocative execution brings to life the potential for what has become an almost worthless coin. Directed by Craig Rasmus of the Feds with animation and 3D/VFX by Heckler, the strikingly crafted spot aims to change behaviour on a large scale by reaching the hearts and minds of all Australians.

The simple premise of offloading unwanted foreign currency after travelling on an international Qantas flight has amassed $28 million for UNICEF’s global child health, protection and education programs over the past 23 years.

Executive creative director for Sydney Mike Spirkovski said when he first saw UNICEF’s Change For Good envelope onboard an international flight many years ago he felt it was a simple and insightful idea – one that required no effort but a big reward in helping a child in need.

Says Spirkovski: “Unfortunately it doesn’t have the same impact domestically, as we are asking Aussie travellers to donate real, useful currency. 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.”

The focus now shifts to the domestic traveller with the aim of turning Australia’s most useless coin into the world’s most powerful currency. Unwanted five-cent pieces can be placed in the envelopes provided in seat pockets on domestic flights and then into 5 Fund collection bins at arrival gates around the country. Just 50 cents can kick start a child’s education with books and pencils. $1.50 can immunise five children from disease.

In an era of belt tightening in an ever-contracting charity sector, 5 Fund provides a simple way for all ages to contribute to social justice and has completely reframed how people donate locally – and as a result, significantly boosted the overall perception of UNICEF and its Change for Good program.  

Says Spirkovski: “The entire team that worked on this project was remarkable and proved the power of a simple but extraordinary idea, when executed well, can make an amazing change to peoples lives. It was a monumental effort by all, in particular the sterling direction by Craig and the entire crew at Heckler, for delivering such a stunning piece of animation.”

Agency: Iris Worldwide Sydney

Corporate Partnerships Executive: Eammon Bryant