Cannes Lions
LEONARDO, London / VOLUNTEERING SERVICES OVERSEAS/VSO / 2003
Overview
Entries
Credits
Description
In order to challenge the notion of 'expected' skills and interests, we took our message to the places where 'unexpected' skills and interests could be found - using media as part of the message.Each execution in the campaign targets an impressive demonstration of a skill or an area of interest. For example: "Whoever did this, see STAND A1: VSO – teaching graphics in Ghana", pointing to a beautiful bit of graffiti. The communication is summed up with the promise: "You’ll find your place in the volunteering world." Interested readers were invited to attend Volunteering World and/or respond via telephone and the Internet.
Outcome
Met the attendance target. Reduced the cost per attendee by 15% (from 2001). 60% of those surveyed said that they would volunteer within the next six months (against a target of 50%).Specifically, there was a much higher than expected attendance from two difficult to reach targets: attendees with business or management backgrounds and attendees from the 35–49 age range.According to the client, "Volunteering World was a great success in terms of both the quality and quantity of applicants."
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