VSO poster ad drive addresses issue of falling recruitment

VSO, the volunteering charity, is launching a campaign to boost recruitment.

Kitcatt Nohr Alexander Shaw has developed its first work for the charity since winning the account last October. Leonardo previously created award-winning work for the charity during its two-year tenure on the business.

Kitcatt Nohr has created a 48-sheet poster campaign that will break next week and supports wider national press, radio and direct mail activity.

VSO, which sends volunteers to 44 countries, recorded a fall in applicants last year of 40 per cent, attributed to concern over global terrorism.

Glyn Williams, the head of marketing at VSO, said: "It captures the urgency of our recruitment needs while making VSO more relevant and contemporary."

Paul Kitcatt, a creative partner at Kitcatt Nohr, added: "I think we succeeded in bringing to the campaign a ballsy-ness that will create noise and stand-out."

The campaign was art directed by Jamie Tierney and written by Simon Robinson.

Media buying is through BLM Media.