Leo Burnett Melbourne launches national campaign for Seek's volunteer website - over $1.3m worth of ad space volunteered so far
Over a decade ago Seek, Australia's biggest online job site, volunteered to build a website to help Australian charities find volunteers. Each year, charities, not-for-profit organisations and community projects rely heavily on the support of thousands of volunteers for their success.There are many ways the industry can volunteer space for the campaign message. Access your volunteer media kit at here.
This month, Leo Burnett Melbourne and Seek have launched a national
campaign to raise awareness for the seekvolunteer.com.au site while
simultaneously encouraging more Australians to put their hands up for
volunteer roles.
Says Helen Souness, marketing director, Seek: "Volunteers make a massive difference in the lives of others. That's the power of people. We want the whole country to participate in spreading the volunteer message as proof of just how powerful volunteering can be."
Instead of paying for advertising, the campaign takes an unorthodox media approach by asking corporations, broadcasters, advertisers and the general public to volunteer a space - from station air-time through to a profile picture, to promote volunteering.
In just over a week, an estimated $1.3 million worth of media space has been volunteered so far, as well as all associated production, talent and post costs.
Says Jason Williams, ECD, Leo Burnett Melbourne: "The amount of support for the campaign even in its infancy stage has astounded us. Our volunteer message will reach millions of Australians, from appearing in large-scale outdoor all the way through to featuring on a postage stamp. And this is just the tip of the iceberg."
A page on the Seek volunteer site provides public access to the various campaign artwork designed for use in a diverse range of media channels. Individuals can also become involved by volunteering space in their social media channels of Facebook, Twitter, Linkedin, Pinterest and Tumblr.
Says Williams: "We love the purity of this idea. It's completely in the spirit of volunteering and sees people themselves become the media. But its real strength lies in the fact that it has no end date. The volunteer media kits will continue to be available to advertisers, corporates and the public, enabling anyone, at any time, to promote the importance of volunteering in the future."
Says Helen Souness, marketing director, Seek: "Volunteers make a massive difference in the lives of others. That's the power of people. We want the whole country to participate in spreading the volunteer message as proof of just how powerful volunteering can be."
Instead of paying for advertising, the campaign takes an unorthodox media approach by asking corporations, broadcasters, advertisers and the general public to volunteer a space - from station air-time through to a profile picture, to promote volunteering.
In just over a week, an estimated $1.3 million worth of media space has been volunteered so far, as well as all associated production, talent and post costs.
Says Jason Williams, ECD, Leo Burnett Melbourne: "The amount of support for the campaign even in its infancy stage has astounded us. Our volunteer message will reach millions of Australians, from appearing in large-scale outdoor all the way through to featuring on a postage stamp. And this is just the tip of the iceberg."
A page on the Seek volunteer site provides public access to the various campaign artwork designed for use in a diverse range of media channels. Individuals can also become involved by volunteering space in their social media channels of Facebook, Twitter, Linkedin, Pinterest and Tumblr.
Says Williams: "We love the purity of this idea. It's completely in the spirit of volunteering and sees people themselves become the media. But its real strength lies in the fact that it has no end date. The volunteer media kits will continue to be available to advertisers, corporates and the public, enabling anyone, at any time, to promote the importance of volunteering in the future."
I volunteered my usual cynical commenting in this space for volunteering. Nice one lads
You know what they say: SEEK for a fairly okay idea, and you shall find...
smart media idea guys.
Seen this around town a lot lately. Already liked it.
clever..
Love the idea of getting people to donate their social spaces. Get them involved online, by giving them the tools to become ambassadors.
Good work. I volunteer the rest of this comment to you, Leo's.
You know what, this so f'ing simple. I actually can't believe it hasn't been done before. I mean that in a good way.
Saw this in an RMIT folio a couple of months ago.
I hope they're either at Leos or were paid with cab vouchers.
haven't we seen this before?
Good use of space. Appropriate for the brand. Cleanly executed. Good one.
Really smart use of media channels. Could have been for any charity but the fact that it's for every charity in the country makes it killer.
...up.
Ikea catalogue anyone?
I doubt it. Nothing you can do though.
The simplicity makes the idea so powerful. No unnecessary frills to get it the way of a bloody good idea.
Nothing tricky about this. Good honest advertising at its best.
This is a massive mass media idea. And a awesome demonstration of what volunteering can achieve. From someone who volunteers every year.
Saw this at the station and made me pay attention. Am a fan of ads that work. Fact it's for a charity, even more. Nice work Jason
advertising ideas for good and not evil. so simple and so easy to participate.
you'd have to be a right royal c#&% to not volunteer something to help.
I therefore wonder how many cynical ad land peeps from here will get involved then
Gold written all over it. Nicely articulated.
By the way, anyone noticed how excited agencies are getting over silver and bronze gongs these days? Are award shows the new Olympics?
good work, good cause. Volunteerism's one of those things that's often a bit on the quiet side - good to see they're getting a bit of attention
On ya Jase!
Simple smart relevant.
the metal trifecta.
OK. Why am I meant to volunteer and for what? Info is missing at the actual website?! It's OK...
Dear ???,
Here is an aphorism you may find useful:
"better to keep quiet and risk being thought a fool, than to open one's mouth and remove all doubt".
Good work. I like it.
Here's something you may find useful: "to sin by silence when they should protest makes cowards". I get that it's raising awareness, but it's easy to volunteer 'media space' for everyone rather time and energy to 'actual' volunteer.
Besides it's a bit like this: http://adsoftheworld.com/media/online/stockholms_stadsmission_homeless_banners
It's a good campaign, just not sure if it's gold.
The amount of channels is literally endless. This is a genius idea.
I have no idea how you can compare this with that homeless banner you have referenced. I don't even know where to start with explaining this to you. Just please, tell me you've never judged an award show. That would be very scary.
Freaky how many of these signs and things I have seen in the last 24 hours since reading about it.
I'm a big fan.
Had to throw in a late 'thumbs up' for this. One of those rare ones that makes you feel good about being in this industry. Cheers guys.