Just ‘A Minute of Your Time’ asks UNICEF to Stop Violence Against Children

According to research, every five minutes a child around the world dies at the hands of violence. As part of an effort to put an end to violence against children, UNICEF’s new campaign, ‘A Minute of Your Time’ turns time into money and money into real, life-saving aid for children in danger.

Created by The Monkeys, 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.


The campaign drive participants to a 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 singer Sarah Blasko and The Project’s Carrie Bickmore.

“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,” said UNICEF director of fundraising and communications Jennifer Tierney. “Not everyone can be a humanitarian worker, but we can all spare a minute of our time to help children.”

“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,” said The Monkeys cofounder and group chief creative officer Justin Drape. ” 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.”


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

Campaign Credits

Client: UNICEF Australia
Director of Fundraising & Communications: Jennifer Tierney
Associate Director Of Communications: James Nichols
Digital Engagement and Content Manager: Tony Tang
External Communications Manager: Charlotte Glennie
Digital Marketing Manager: Alana Richardson
Digital Content Editor: Jacob Hunt
Digital Content Producer: Rashini Suriyaarachchi

Agency: The Monkeys
CCO / Co-Founder: Justin Drape
Innovations Director – Jay Morgan
Creative team: Emma Leamore & Danny Pattison
Managing Director – Matt Michael
Senior Content Director – Samantha Heckendorf
Senior Content Manager – Demi Nielsen
Planner – Henry Bilson
Digital Planner – Tim Smith
Head of Production – Thea Carone
Senior Broadcast Producer – Jade Rodriguez
Digital Producer – Tamara Wohl
Technical Lead – Toby Vervaart
Developer – Jono Casley
Digital Design Lead – Eva Godeny
Digital Designer – Lauren Elliott, Laura Ives

PR Agency: POEM
Co-Founder and Director: Matt Holmes
Account Manager: Tessa Conboy

Production Company: Plaza Films
Director: Tori Savage
Executive Producer: Peter Masterton
Production Manager: Alicia Rashleigh Butler
DOP: Thomaz Labanca

Post Production: The Editors
Editor: Stew Arnott
Post: Fin Design

Music and sound: Song Zu

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