VOLUNTEER TO PROMOTE VOLUNTEERING

TitleVOLUNTEER TO PROMOTE VOLUNTEERING
ClientSEEK
Product / ServiceSEEK VOLUNTEER
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA

The Campaign

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.

Success of the Campaign

In response, people registered to volunteer with charities through the website in unprecedented numbers. In the first 3-weeks we received 5,437 registrations. Over $2M media value created from the initial investment of just $70k (a return of 1:26). An estimated $14M of incremental labour value created for Australian charities (ROMI 1:183) Registration levels were sustained for months after the campaign launch. By December, a total of 24,211 new volunteers had registered with charities - 20,840 more than expected if the campaign had not happened (based on projected registrations).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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 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.

Credits

Name Company Position
Skye Boag Ikon Media
Katie Balfe Ikon Media
Luc Wiesman Leo Burnett Melbourne Head Of Digital
Michelle Whitesides Leo Burnett Melbourne Account Manager
Ari Sztal Leo Burnett Melbourne Group Account Director
Ben Cliffe Leo Burnett Melbourne Planning Director
Justin Nagorkca Leo Burnett Melbourne Art Director
Andrew Woodhead Leo Burnett Melbourne Copywriter
Andrew Woodhead Leo Burnett Melbourne Creative Director
Jason Williams Leo Burnett Melbourne Executive Creative Director