UNICEF asks Australians to donate one minute of their time to help end violence against children
The Monkeys has partnered with UNICEF Australia to create ‘A Minute of Your Time’, a campaign which asks Australians to donate what they would be paid in one minute to help reduce violence against children.
A website, aminuteofyourtime.org, calculates what people are paid every minute, based on their yearly wage, then encourages them to donate a minute or more of their time.
How many ‘minutes’ will be eaten up by this advertising campaign?
For arguments sake, lets say your average donor has a salary of $100,000 – that’s 0.82 value of your time according to this tool.
For me, the entire premise of this communication is flawed because the representation of value is lost through the tool. This will ultimately lead to lowering the average donation, rather than increasing it.
Whilst every dollar counts, the objective should be to increase the individual donation value not increase the number of smaller value donations IMO.
This is the type of work the Monkeys shouldn’t be producing under Accenture Interactive. It’s just not well thought through.