D’Arcy is launching a national cinema campaign for the Government’s
New Millennium Volunteer programme, which aims to encourage 16- to
24-year-olds to take part in local community activities.
Three 60-second cinema ads challenge the assumption that volunteers are
do-gooders. Research by D’Arcy revealed that volunteering is normally
met with apathy and cynicism by many in the target market. An initial
test campaign will comprise cinema, radio and postcard advertising with
a national roll-out planned for September 2000.
D’Arcy’s approach was to show that the so-called Millennium Volunteers
are ’people like me’ and that there is something to be gained from being
involved in local activities.
The first ad features 17-year-old Eli Turray, who DJs for Ipswich
Community Radio. He explains to camera how the programme has given him
the opportunity to get better at something he enjoys - dispelling his
view that volunteering means doing something you don’t like for
The endline is: ’Millennium Volunteers. Build on what you’re in to.’
’By allowing Eli to tell it straight, the film makes a really powerful
case for volunteering as a fun thing to do,’ Jo Reid, account director
at D’Arcy, said.
The ads were written by Roger Holdsworth, art directed by Phil Chitty
and directed by Jack Price of RSA Films. Media planning and buying is