[SMK] Social Media Knowledge


YGAP go social to beg for change

When YGAP discovered there were $150 million worth of five-cent coins in circulation in Australia, they decided to put these oft-forgotten little fellas to good use.

“In today’s society a five-cent coin doesn’t hold much value or serve much purpose – they don’t even fit into parking metres anymore!” says Elouise Brennan, Social Media Manager for the 5cent campaign at YGAP.

“However YGAP saw this as an opportunity to access a lot of money that could be used to drive real change. Hence the 5cent campaign was formed with a mission to collect five-cent coins from the streets and hip pockets of Australia. The campaign runs over five weeks and aims to collect one million five-cent pieces to raise funds for five important causes in Australia and abroad.”

Facebook makes for Appy Fundraisers

Key to the 5cent campaign is the YGAP 5cent Facebook app. Apart from outlining the campaign's aims and methods and encouraging people to sign up and get involved, the app challenges supporters to design their very own customised “collection vessel”. 

Each day at 6pm between 5 May and 9 June, users can upload their photos of their own pimped-out coin cup, with the best entrant shared and re-tweeted. Each day’s winner is also entered into a draw for their chance to win either a signed Chris Judd jersey, a night for two at the Olsen Hotel in Melbourne, or “two sweet tickets” to an AFL game.

A broad reach for big aims

While YGAP sees 5cent largely driven by a passionate group of young people, it is hoped the campaign will appeal to Australians of all ages and backgrounds with access to a five-cent piece.

By focusing their efforts on such seemingly small and insignificant donations, YGAP hopes to demonstrate that absolutely everyone can contribute to social good.

Key Resources

Created for YGAP by Melbourne-based communications and PR firm Undertow Media, the 5cent campaign involved the coordination of several key resources and agencies. Coordinate were brought in to handle digital creative and logos, Peazie was used for the development and deployment of the 5cent Facebook app, with Kruse Media assuming media buying duty.

Channels used

The campaign incorporates TVCs, outdoor, partner cross-promotion, media appearances and PR, but special attention had been given to the social media component.

“Social media is important both as another way that organisations can leverage marketing and a way to gain insight into your consumer base,” says Brennan. “Any organisation should understand its customer/audience and social media is a way for consumers to air their thoughts and desires to the organisation directly.”

“YGAP is a not for profit which means that we don't have much of a budget for PR and comms. Social media provides an excellent way to build an engaged community, to share the events and successes of the campaign and to provide support for people and companies that get behind us. We really see this kind of engagement as essential. YGAP believes that raising money should be fun, so holding a quirky competition aligns with this perfectly.”


YGAP says they want to redefine how people contribute to change through creative and innovative fundraising projects and their 5cent campaign goes a long way towards that goal. 

Facebook participation for the campaign (gauged by likes, shares, and comments) doesn’t appear to be completely overwhelming, but it is passionate and growing.

With the campaign still ongoing, a total tally for funds raised hasn’t been released. It must be going pretty well though, because YGAP is now planning to run 5cent campaigns annually for the next three years.

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