SEEK Volunteer: Volunteer To Promote Volunteering

SEEK volunteer, a charity, publicised its website with this campaign, which encouraged companies to "volunteer" media space to promote volunteering.

SEEK Volunteer: Volunteer to Promote Volunteering

Campaign Details

Brand Owner: SEEK VolunteerAgency: Leo Burnett MelbourneBrand: SEEK VolunteerCountry: AustraliaIndustry: Government & Non-ProfitChannels Used: TV, Cinema, Online Video

Executive Summary

SEEK volunteer, a charity, already had a website to help all not-for-profit organisations find volunteers. In order to publicise the site, this campaign encouraged companies to "volunteer" media space to promote volunteering. As the word spread, people then also "volunteered" personal spaces such as blogs and tweets. Results included: expression of interest in volunteer role rose by 557%; over US$2M media...

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