Campaign aims
- To promote volunteering as something interesting and different using the theme of Chinese New Year.
- To increase participation in volunteering activities amongst the target groups.
Target audience
- people aged over 25
- with no formal qualifications
- with a disability and/or limiting long-term illness
- Minority Ethnic groups (focused on Chinese)
Campaign delivery
Using the theme of Chinese New Year, we ran a campaign to celebrate the Year of the Pig. The Pig’s motto is that ‘it’s better to give than to receive’ and fits perfectly with the idea of volunteering.
The campaign centrepiece was a ‘premiere-style' launch of the film ‘Lai See’, produced by Media Trust Productions. The film tells the story of a Chinese man who changes his life for the better through getting involved in volunteering.
The premiere was held at the Curzon Cinema in Soho and was a glitzy affair where volunteers were the stars. In the run up to the Oscars we held a ‘Golden Pigs’ ceremony where awards were given to the stars of our Give More Get More TV ads. The event was followed by refreshments, Chinese entertainment and a photo shoot in Chinatown. Celebrities attending were Jimmy Choo, Claire Rayner, Ade Adepitan and Doreen Mantle.
In the second week of the campaign we also ran three volunteer fairs in London, Manchester and Newcastle.
Campaign Message
In the Year of the Pig it’s better to give than receive – but see how you can really get something back too!
Statement of support:
'I welcome the Community Channel’s screening of the film Lai See. The Year of the Pig embodies the positive spirit of volunteering and I would like to congratulate the people recognised today who make an outstanding contribution to the life of Londoners and people across the UK' - Ken Livingstone, Mayor of London
Key voluntary sector partners
Chinese Mental Health Association
Mother’s Bridge of Love
Chinese Arts Centre Manchester
Key media and Corporate partners
Ogilvy UK
Campaign activity
Campaign materials - flyer, poster, leaflet and animated advert
Lai See film (24:38)
Community Channel
All our campaigns are developed in conjunction with Community Channel.
See the Give More Get More Campaign - Chinese New Year section on the Community Channel website for further information.