SEEK Volunteer Case study Volunteer to promote volunteering [video] by Leo Burnett Melbourne

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Volunteer to promote volunteering [video]

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Industry Public awareness, Charities, Foundations, Volunteers
Media Case study
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason Williams
Art Director Justin Nagorcka
Copywriter Andrew Woodhead
Production Various
Released May 2012


Clio Awards, 2013
Direct Mixed Campaign Gold
Engagement Other Silver
Direct Print Bronze

Credits & Description

Sub Category : Best Use of Social Media
Company Entering : Leo Burnett Melbourne, Melbourne
Entry Title : Volunteer to promote volunteering
Brand : SEEK Volunteer
Advertiser : SEEK
Advertising Agency : Leo Burnett, Melbourne
Executive Creative Director : Jason Williams
Creative Group Head : Andrew Woodhead
Copywriter : Andrew Woodhead
Art Director : Justin Nagorcka
Agency Producer : John Trif/Georgina Toole
Sound Production Company : Gusto Music & Final Sound, Melbourne
Media : IKON
The Strategy : All charities need donations. But there’s something far more important to them than money. Volunteers. Yet two thirds of Australian charities struggle to find enough volunteers to achieve their goals. Australian online job company, SEEK, volunteered to build a website to help all not-for-profit organisations find volunteers. But as a not-for-profit itself, it has failed to make an impact.
The Concept : We created a single statement that would only appear in spaces that were volunteered. With some of the country’s largest companies volunteering to spread the message, it started to be seen in every major city, in nearly every channel. Next a digital media kit put the message in the public’s hands. Thousands volunteered personal spaces such as profile pics, blogs, websites and tweets, as media spaces. From simply changing their profile pictures to offering up space on blogs, websites, tweets, right down to their email signatures. And, where the media didn’t exist, they invented it. Then something great happened. Once exposed to a small act of volunteering, people were compelled to do so again –this time for a charity that needed them. It was proof that when enough individuals come together anything’s possible.
The Results : Week 1: Site visits up 200% Week 2: Estimated $3.2 million in earned media Week 3: Over 150 corporations have volunteered Week 4: People putting up their hands to volunteer up 557%.