Voluntary Services Overseas is launching a press campaign to help
increase its levels of volunteer recruitment.
The response campaign, through Leonardo, will run both in national and
trade professional press and is backed by direct mail and online
Leonardo has developed 12 press executions featuring everyday objects
such as a rope, a pipe and a cucumber. Alongside each image is a
multiple-choice question giving potential volunteers three options of
how to use the object. Then the ads show the "correct" option.
The "cucumber" execution offers three suggestions: "A. a safe sex
educator, B. rabbit food, C. beauty treatment."
The endline shows that the correct answer to the question is A and
explains: "VSO volunteers working to promote HIV awareness can capture
people's attention and address serious issues such as condom use in a
direct and inoffensive way."
The press executions will run in broadsheet and tabloid press as well as
magazines such as the Times Education Supplement. Direct mail will
follow later this year. The ads are intended to build awareness of the
VSO brand as well as to recruiting volunteers.
Gary Sharpen, the creative director at Leonardo, said: "It's a clever
and contemporary campaign with a dash of humour. The message is 'working
for VSO is a great challenge - are you up to it?'"
Glyn Williams, VSO's head of marketing, said: "This campaign is about
dramatically shifting people's perceptions of what volunteering is
actually about. And it clarifies the types of volunteers we are looking
The ads were art directed by Stuart Button and the copywriter was Wesley
Hawes. Media is through Starcom Motive.