Audiences & Data: How to Leverage

Volunteer to Promote Volunteering

Leo Burnett Melbourne
SEEK Volunteer

Gold Winner

Not for Profit
Direct Response & Lead Generation

“From tweets to billboards to blogs to TV, SEEK Volunteer created an ecosystem of public awareness, which led to actual volunteerism.”

Brian DiLorenzo

Brian DiLorenzo
Executive Vice President, Chief Production Officer,
McCann New York

Charities often struggle to find volunteers, so Australia’s SEEK Volunteer teamed with Leo Burnett Melbourne to get everyone in Australia to Volunteer to Promote Volunteering. By creating a digital toolkit, they gave every connected person the ability to deliver the message, “This space was volunteered to promote volunteering,” in nearly every format imaginable. To create mass awareness, they leveraged the influence of media owners and celebrities, and then they followed up by engaging individuals to volunteer their social media space. And it worked. The effort helped inspire 24,000 new volunteers—20,000 more than expected had the campaign not run.

“SEEK Volunteer's campaign to promote volunteerism was absurdly clever and effective. By focusing their small budget on a social toolkit, the SEEK Volunteer team made it perfectly easy to crowdsource a rich platform of free media. From tweets to billboards to blogs to TV, SEEK Volunteer created an ecosystem of public awareness, which led to actual volunteerism, which fed further media awareness. Brilliant.”

Brian DiLorenzo, Executive Vice President and Chief Production Officer, McCann New York and Commonwealth

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