The activity, which will target single 25- to 34-year-olds as well as older people looking for fresh experiences, has been created by Kitcatt Nohr Alexander Shaw. It breaks today and will roll out throughout January.
Ads will run on tubes and escalator panels on London Underground as well on the national rail transport network, using the strapline ‘I'd love to change the world but...'. The work is intended to encourage people who might otherwise hesitate to volunteer overseas by providing solutions to their excuses. It will also highlight how British professionals can use their skills to help the world's poorest people. A dedicated website www.vso.org.uk/change has also been created.
VSO is an international development charity that works through volunteers. It currently has 1600 international volunteers working in 42 countries.