Without the help of volunteers most charities would cease to function. The reality is, that every year over two thirds of Australian charities struggle to find enough volunteers.
10 years ago, SEEK (Australia’s leading jobsite), volunteered to create a website to make it easier for all Australian charities to find volunteers. But with limited marketing support, awareness of the site remained low.
We wanted more people to know about SEEK Volunteer, so we started a campaign to raise awareness of the service.
Our creative solution: launch a mass participation idea that would remind the whole country of the feeling of satisfaction and purpose that comes from being a volunteer. Australian industry and individuals would be given the opportunity to become our media volunteers. They would take our message and volunteer to spread it through the media channels they owned and had access to - whether that space be a large scale supersite, a prime time TV spot, a blog post, celebrity tweet or even an everyday postage stamp.
Our goal was to amplify the US$76k budget and create enough impact, not only to drive awareness and site visitation, but actually increase the national volunteering rate.
• Volunteer sign-ups rose by 557%
• Over US$2M media value created from an initial investment of just US$76k, a return of 1:26
• An estimated US$14M of incremental labour value created for Australian charities – with a ROMI of 1:183.
OTHER CONTRIBUTING COMPANY
IKON, Australia, Melbourne
CREDITS OF PEOPLE
Jason Williams, Executive Creative Director, Leo Burnett Melbourne
Andrew Woodhead, Creative Director and Copywriter, Leo Burnett Melbourne
Justin Nagorkca, Art Director, Leo Burnett Melbourne
Ben Cliffe, Planning Director, Leo Burnett Melbourne
Ari Sztal, Group Account Director, Leo Burnett Melbourne
Michelle Whitesides, Account Manager, Leo Burnett Melbourne
Katie Balfe, Media, IKON
Skye Boag, Media, IKON