Execution

Every year over two thirds of Australian charities struggle to find enough volunteers to achieve their goals. SEEK Volunteer, a website dedicated to helping all Australian not-for-profits find volunteers, wanted to change this statistic. In 2012, a campaign was launched to inspire an entire nation to volunteer their free space to promote volunteering. Via a digital media kit, any person, brand or organization could take one statement – This space was volunteered to promote volunteering – and apply it to any medium. We would rely on Australia to volunteer to publicly spread our campaign. Within weeks, every single out-of-home communication channel became our messaging system: billboards, metrolites, train stations, buses, trams, taxi backs, digital screens, café screens, lift screens, stadium signage, packaging and bill posters.