AMV uses empty chairs to encourage voluntary work with TimeBank
campaignlive.co.uk, Friday, 27 July 2001 12:00PM
An initiative to encourage more people to become involved in
voluntary work is launching with new advertising featuring the empty
chairs of people who have gone off to share their skills.
Abbott Mead Vickers BBDO has produced the campaign for TimeBank, a body
partially funded by the Home Office to extend the Government's
The fresh burst coincides with the appointment of The Media Edge to
handle strategic media planning and buying for TimeBank that matches
people's interests and skills to volunteering opportunities nearby.
The campaign, backed by a £500,000 budget, will include 48-sheet
posters, bus and tube advertising and one-off banners displayed in
London and Birmingham.
Moira Swinbank, TimeBank's corporate affairs director, said: "The new
campaign uses a simple creative idea to communicate the benefits of
giving time and sharing skills with community projects."
The advertising marks an AMV swansong for the copywriter Sean Doyle and
the art director Dave Dye who have left to join the CDD Testa start-up
(Campaign, 13 July). The ads were photographed by Nadav Kander.
The campaign will build awareness around TimeBank Day on 8 August, when
an hour-long celebrity-led programme called "Do us a favour" will be
screened on BBC 1.
The activity will be directed mainly at 18- to 34-year-olds and aims to
persuade as many of them as possible to register on the TimeBank
A 60-second cinema ad for TimeBank made last year and featuring a series
of vignettes, including blind children making a homeless volunteer feel
wanted, was a bronze medal winner at New York's One Show in May.
TimeBank was launched last year with a national TV and local radio
campaign provided by the BBC and supported by celebrities including
Charlie Dimmock, Ruby Wax and Linford Christie.
This article was first published on campaignlive.co.uk
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