2013 Results

CAT 41 - Public Interest Interactive (INT)

BRONZE

Leo Burnett Melbourne (AUSTRALIA)

SEEK Volunteer: "Volunteer to promote volunteering"41-00827-INT
 

URL: http://ourawardsubmission.com/seek-volunteer/

Agency (& City): Leo Burnett Melbourne

Creative Director(s): Jason Williams

Copywriter(s): Andrew Woodhead

Art Director(s): Justin Nagorcka

Production Company (& City): Various

Short explanation

Every year over two thirds of Australian charities struggle to find enough volunteers.
SEEK Volunteer is a website dedicated to helping all charities find volunteers. But for the last 10 years it’s failed to have any real impact. We wanted more people to know about SEEK Volunteer, and the positive effect it could have and in turn inspire them to start volunteering for the charities that desperately needed them.

As volunteering is more an attitude, than a demographic we targeted potential volunteers everywhere, regardless of age or background. Our audience was anyone who would put their hand up to volunteer.

So we devised the strategy to promote volunteering by enlisting media owners, celebrities and individuals to do it for us. We asked them to literally volunteer themselves to promote volunteering.

We gave an entire nation access to one simple message via an online digital media kit.

This space was volunteered to promote volunteering.

It was purposely constructed so that it could be easily adapted to any space, anywhere. From the online media kit industry and individuals could take our message and volunteer to spread it through the communication channels they had access to.

It would mean an infinite amount of blank canvases all working together to promote the vital importance of volunteering. From national TV, radio and digital networks, to cinema, outdoor and magazine owners, to large corporations volunteering their own media or sponsorship space anyone could participate. Celebrities could volunteer to their voices on TV and radio.

However, the real power of the idea came when it was put in the hands of the people. Thousands of individuals could instantly become media volunteers simply by volunteering their social media spaces.

Description

We gave an entire nation access to one simple message via an online digital media kit.

This space was volunteered to promote volunteering.

It was purposely constructed so that it could be easily adapted to any space, anywhere. From the online media kit industry and individuals could take our message and volunteer to spread it through the communication channels they had access to.

It would mean an infinite amount of blank canvases all working together to promote the vital importance of volunteering. From national TV, radio and digital networks, to cinema, outdoor and magazine owners, to large corporations volunteering their own media or sponsorship space anyone could participate. Celebrities could volunteer to their voices on TV and radio.

However, the real power of the idea came when it was put in the hands of the people. Thousands of individuals could instantly become media volunteers simply by volunteering their social media spaces.