Campaign aims
To increase awareness of, visibility and participation in volunteering.
Target audience
- people over the age of 25
- those with no formal qualifications
- those with a disability and/or limiting long-term illness
- Black and Minority Ethnic Groups (specifically Bangladeshi, Pakistani and Chinese)
Campaign delivery
Based around the United Nations International Volunteer Day on 5th December 2007, this campaign celebrated individuals involved in volunteering as well as highlighting benefits volunteers can get back for themselves.
In the UK, Media Trust and Community Channel led the celebrations for International Volunteer Day, creating a high-impact campaign on the day and in the ensuing weeks, using a variety of marketing materials and mechanisms.
We worked with Swarm (the integrated arm of advertising agency Rainey Kelly Campbell Roalfe) to produce campaign materials and the headline – ‘It’s all about U’ - which has provoked positive responses from all of the organisations we’ve worked with on this campaign and beyond.
We also developed 6 short films by media volunteers about volunteers which were available to view on Community Channel website, Facebook, You Tube and the UN World Volunteer website.
Campaign Message
- By giving time and energy volunteers reap rewards and get a lot more back
- It doesn't matter what your age, background, qualifications or skills are - everyone has something to offer
Statement of support:
On this International Volunteer Day, let us recognise the power of the volunteer to promote peace and development around the world. Let us also pay tribute to the many millions of citizens all over the world who, every day - in ways small and large - volunteer their time, ingenuity, solidarity and creativity to help build a better, more sustainable future. - His Excellency Ban Ki-Moon United Nations Secretary General
Key voluntary sector partners
Key media and Corporate partners
Metro Newspapers, GCap, Swarm, Precedent and Starbucks
Campaign activity
Campaign materials - leaflets, posters, outdoor advertising, cinema advertising, radio adverts
Facebook fan page
'It's all about U' films
'It's all about U' microsite
Community Channel
All our campaigns are developed in conjunction with Community Channel.
See the 'It's all about U' Campaign section on the Community Channel website for further information.