Seek: Volunteer to promote volunteering
Leo Burnett Melbourne
10 years ago, SEEK (Australia's leading jobsite), volunteered to create a website to make it easier for Australian charities to find volunteers. But with little marketing support, awareness of the site remained low, meaning many charities couldn't find the volunteers they needed. We needed more people to know about SEEK Volunteer, so we started a campaign to raise awareness of the service.
Our goal was to generate 'earned media' to amplify the US$76k budget and create enough impact, not only to drive awareness and site visitation, but actually increase the national volunteer...