SEEK Volunteer Digital, 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 Digital, Interactive & Mobile, Case study
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason Williams
Creative Director Andrew Woodhead
Art Director Justin Nagorcka
Released February 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2013
GRANDE FOR HUMANITY Sponsorship/Partnership Campaign GRANDE FOR HUMANITY
PROMO LOTUS Sponsorship/Partnership Campaign GOLD
PROMO LOTUS Best Use of Social Media SILVER
PROMO LOTUS Promotional Campaign: Best Use of Internet/Online Advertising SILVER
PROMO LOTUS Promotional Campaign: Best Use of Print/Conventional Outdoor SILVER

Credits & Description

Advertiser: SEEK VOLUNTEER
Agency: LEO BURNETT MELBOURNE
Category: Best Use of Integrated Media
Advertising campaign: VOLUNTEER TO PROMOTE VOLUNTEERING
Copywriter: Andrew Woodhead (Leo Burnett Melbourne)
Creative Director: Andrew Woodhead (Leo Burnett Melbourne)
Media: Katie Balfe (Ikon)
Executive Creative Director: Jason Williams (Leo Burnett Melbourne)
Media: Skye Boag (Ikon)
Group Account Director: Ari Sztal (Leo Burnett Melbourne)
Planning Director: Ben Cliffe (Leo Burnett Melbourne)
Art Director: Justin Nagorcka (Leo Burnett Melbourne)
Account Manager: Michelle Whitesides (Leo Burnett Melbourne)
Execution
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. 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.
Effectiveness
In response, people registered to volunteer with charities through the website in unprecedented numbers. Over $2M media value created from the initial investment of just US$70K (a return of 1:26).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).
Strategy
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.