Leonardo, Leo Burnett's direct marketing agency, has produced its first work for the international charity VSO.
The campaign launches this week and seeks to raise awareness of the benefits people can gain from voluntary work. It will also attempt to drive visitors to a London event called 'Volunteering World'.
Leonardo has developed a series of executions built around the theme: 'Where in the volunteering world is everyone', to reappraise people's ideas of volunteering. The creative involves showing people away from their usual jobs because they are decorating a hospital wing in Nigeria or wallpapering a youth hostel in Vietnam.
The campaign will including 48-sheet posters, press ads in daily newspapers, ambient media and guerrilla tactics.
One aspect of the activity involves an actor, hired as a deliberately poor street performer. He will busk in central London with a sign alongside apologising for the absence of the genuine street entertainer who is teaching drama to children in Africa.
Matthew Bell, the director of communications at VSO, said: 'We're reinventing people's perception of volunteering as a rewarding experience that is also about having fun, meeting new people.'
The copywriter was Wesley Hawes and art director Stuart Button. Design is by Dave Brady. Traditional media planning and buying is through Starcom Motive.