D’Arcy promotes voluntary work in cinema advertising

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.

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

free.



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

through MediaVest.