Ad Agency The Reactor Puts In Its 5 Cents In New Campaign

It’s in an entrepreneur’s nature to turn an opportunity into something that makes a big difference. A collaboration between YGAP and a number of partner agencies including independent Melbourne advertising Agency, The Reactor, aims to do just that.

Nick Brown
Posted by Nick Brown

Building on a three-year campaign to encourage Australians to donate their five-cent coins to social entrepreneur projects in needy communities around the work, a new campaign including, rebranding and design, outdoor, TV and online activity has recently launched in selected capital cities around Australia.

“Thanks to extraordinarily generous media support from Mitchells, The Reactor, Hell Studios and Chocolate Studios has helped pull together an impressive campaign to help promote our Change for Change message,” said Elliot Costello, CEO of YGAP. “There are over $150 million worth of five-cent coins currently in circulation and our goal is to collect all of them and put the proceeds towards social entrepreneur projects in communities that need it most around the world and at home here in Australia.”

The campaign aims to highlight the power of our least valued unit of currency. Some 115 five cent coins is all it takes to make a huge difference to a life. That is is just a handful of coins to give someone access to quality education, health care, a good home or a better income.  People are being encouraged to donate their coins wherever they see donation boxes around town or to pledge and donate visit


Agency: The Reactor

Client: YGAP – 5 Cent

Production: Hell Studios (Photography)

Production: Chocolate Studios (TVC)

Creative Director: Nick Brown

Art Direction: Nicole Soccio

Graphic Design: Nicole Soccio

Copywriter: Chris Taylor

Photographer: Tom FranksDirector/DOP: Dave EllisProducer: Monica ClapcottHair & Makeup: Hannah Marshall