| Title | BOREDOM HELPS |
| Brand | WILLING HEARTS |
| Product / Service | WILLING HEARTS |
| Category | C02. Viral & Email Marketing, e-cards etc. |
| Entrant | SAATCHI & SAATCHI Singapore, SINGAPORE |
| Entrant Company | SAATCHI & SAATCHI Singapore, SINGAPORE |
| Advertising Agency | SAATCHI & SAATCHI Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Jennie Morris | Saatchi/Saatchi | Creative Director |
| Bruce Matchett | Saatchi/Saatchi | Executive Creative Director |
| Johnson Zhang | Emoxis | Audio Engineer |
| J.j. Tan | Emoxis | Animator |
| Hon Choo Lee | Emoxis | Producer |
| Siti Muttalib | Saatchi/Saatchi | Traffic Manager |
| Aldrin Teo | Saatchi/Saatchi | Agency Producer |
| Andrea Cid | Saatchi/Saatchi | Illustrator |
| Cinzia Crociani | Saatchi/Saatchi | Illustrator |
| Andrea Cid | Saatchi/Saatchi | Social Media Manager |
| Paolo Agulto | Saatchi/Saatchi | Social Media Manager |
| Lionel Goh | Saatchi/Saatchi | General Manager |
| Cinzia Crociani | Saatchi/Saatchi | Art Director |
| Andrea Cid | Saatchi/Saatchi | Copywriter |
| Paolo Agulto | Saatchi/Saatchi | Copywriter |
PROBLEM Willing Hearts is a volunteer-based organization that feeds the poor. However, they're struggling to get volunteers because most people don't have time to help. SOLUTION We looked for the people who did have time: bored teenagers. Using just a social networking account and one hashtag. Teens use Twitter hashtags to express their feelings. So by searching for #BORED, we found teens with so much free time, they're dying to do something. We replied to their tweets and invited them to volunteer. RESULTS 34% of targets responded. Volunteers grew from 35/day to 50/day average, a 42.8% increase without spending anything.