AMV uses empty chairs to encourage voluntary work with TimeBank, 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

volunteering strategy.

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


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