Campaign aims
- To encourage people with no formal qualifications to get involved in volunteering by highlighting the important skills that can be learned.
- To demonstrate the other benefits of volunteering, e.g. making new friends, building confidence, having fun
Target audience
- people aged over 25
- with no formal qualifications
- with a disability and/or limiting long-term illness
- Black and Minority Ethnic groups (specifically Bangladeshi, Pakistani and Chinese)
Campaign delivery
The aim of this campaign was to demonstrate how volunteering can be a key route to gaining skills which can improve job prospects and employability.
Building on relationships and experience from previous campaigns, we constructed a programme of activity comprising many different elements.
We worked with the Learning and Skills Council (LSC) to run activities to complement their existing Skills campaign, ‘In our Hands’. To implement a volunteering element into the campaign we worked with the LSC and their advertising agency, Leo Burnett, to produce a volunteering strand to the creative brief.
We also developed an Extra Time film which was shown on Community Channel, Skysports & BBC Big Screens at a football event in Manchester City Centre with BBC radio.
Campaign Message
'There are lots of ways to increase your skills and improve your CV, whatever your background and ability – volunteering is one route you might not have thought of.'
Statement of support:
“The Government recognises the importance of volunteering as a way for people to gain skills and welcomes this new campaign. ‘Skills through Volunteering’ provides an important opportunity for people to develop skills and gain new experiences through volunteering. It also promotes the message that everyone has something to give and that volunteering can make a real difference to the lives of people. This initiative is an excellent addition and fantastic example of the value Media Trust Campaigns and Community Channel holds in directly supporting government." - Phil Hope MP, Minister, Office of the Third Sector
Key voluntary sector partners
Learning and Skills Council (LSC)
Volunteering England (VE)
Greater London Volunteering (GLV)
Mentoring and Befriending Foundation (MBF)
National Institute of Adult Continuing Education (NIACE)
UK Online
Award Scheme Development and Accreditation Network (ASDAN)
Key media and corporate partners
Leo Burnett
BBC
Other partners
Euston Football Club
Manchester City Football Club
Campaign activity
Campaign materials - Bus trailer, invitation, promotional materials , radio adverts / promos, leaflets, poster and taster session postcard
Extra time video (25:32)
Community Channel
All our campaigns are developed in conjunction with Community Channel.
See the Skills Through Volunteering section on the Community Channel website for further information.