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Case study.


Challenging the perception of volunteering with vInspired.

  • vinspired launch
  • V inspired launch
The challenge

We needed to target vInspired’s 16-25 year old audience and their influencers to change perception of volunteering.

The solution

Insight

Our research showed that volunteering wasn’t perceived as a ‘cool’ thing to do so we needed to challenge this perception and highlight the range of volunteering opportunities available for young people.

Idea

We recruited brand ambassadors including Tinchy Stryder, Bashy, James Caan and Martha Lane Fox to create cut-through for vInspired’s campaigns across their target audience. We reached stakeholders through relevant news agenda issues, positioning vInspired as an authority on relevant topics e.g. placing case studies in features on youth unemployment and positioning CEO Terry Ryall as a credible spokesperson.

The results

A result of this campaign has been a 26% positive shift in the perception of volunteering amongst the target audience. Traffic to the website has tripled since we have been working with vInspired. Our campaign has achieved over 400 pieces of coverage for vInspired to date, reaching every high indexing media target including The Today Programme, BBC Breakfast, Sky News, Metro, Daily Telegraph, Radio 1, BBC London and Daybreak.

26% positive shift in  the perception  of voluntee