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UNICEF Asks For 'A Minute Of Your Time' to Stop Violence Against Children

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Newly launched national awareness campaign created by The Monkeys

UNICEF Asks For 'A Minute Of Your Time' to Stop Violence Against Children

Every five minutes a child around the world dies at the hands of violence. To help put an end to violence against children, UNICEF and The Monkeys' new campaign, 'A Minute of Your Time' turns time into money and money into real, life-saving aid for children in danger.

The national awareness and fundraising campaign encourages Australians to find out how much a minute of their time is worth so they can donate it to the international charity and help stop violence against children sooner.

Driving participants to a dedicated website that prompts them to calculate the commercial worth of their time by providing their annual salary, the purpose-built website then transforms this figure into a tangible dollar amount.


The campaign is backed by a host of Australians both here and abroad, including singer Sarah Blasko and The Project's Carrie Bickmore.

Says Jennifer Tierney, director of fundraising and communications, UNICEF: "Unfortunately, for many children, violence wears a familiar face. They are likely to find themselves at risk in the very environments where they spend most of their time and where they should feel the safest: at home, in school and in their communities. Not everyone can be a humanitarian worker, but we can all spare a minute of our time to help children."

Says Justin Drape, cofounder and group chief creative officer, The Monkeys: "Most people are generous enough to spare a minute of their time to help a friend, family or a colleague so the idea is to allow folks to see what that minute of their time is actually worth in monetary value. Then, hopefully, they will donate it to UNICEF because a minute of their time can help children suffering at the hands of violence for a lifetime."

Beginning this week, the campaign launch film will appear online, and across OOH and UNICEF owned social channels.

To calculate what a minute of your time is worth, visit aminuteofyourtime.org to donate.

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Client

Advertiser: UNICEF Australia

Post Production / VFX

Post Production Company: The Editors

Sound

Sound Company: Song Zu

Creative Agency

Creative Agency: The Monkeys

Planner: Henry Bilson

Chief Creative Officer: Justin Drape

PR: POEM

Managing Director: Matt Michael

Digital Planner: Tim Smith

Senior Content Manager: Demi Nielsen

Digital Designer: Lauren Elliott, Laura Ives

Innovation Director: Jay Morgan

Developer: Jono Casley

Senior Content Director: Samantha Heckendorf

Co-Founders: Justin Drape

Editor/Post Production/Sound Design: Fin Design + Effects

Digital Producer: Tamara Wohl

Digital Production Company

Technical Lead: Toby Vervaart

Production Company

Production Company: Plaza Films

Executive Producer: Peter Masterton

Director: Tori Savage

DOP: Thomaz Labanca

Editor: Stew Arnott

Production Manager: Alicia Rashleigh Butler

The Monkeys, Wed, 14 Mar 2018 00:08:50 GMT