SEEK Volunteer: Volunteer to Promote Volunteering

Campaign Details

Brand Owner: SEEK Volunteer
Agency: Leo Burnett Melbourne
Brand: SEEK Volunteer
Country: Australia
Industry: Government & Non-Profit
Channels 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 value created from an initial investment of just US$76k, a return of 1:26; and an estimated US$14M of incremental labour value created for Australian charities – with a ROMI of 1:183.

Campaign background