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United Way Volunteer Recruitment Campaign

It was a sobering statistic. Over 80% of United Way agency volunteers across San Diego County were court-appointed. Essentially serving a sentence as a volunteer, doing community service in place of a jail sentence. There, for the most part, taking up space. And doing as little as possible to fulfill their sentence. I was Creative Director and one of the Copywriters on this campaign that was designed to change all of that. The breakthrough came when we came across one true, inspirational story about one very, totally amazing volunteer. And we wondered— were there more like him? Of course there were, and a campaign was born. A campaign that inspired new volunteers across the area— lawyers, CPA's, doctors, stay-at-home moms (and dads)— everyday middle and upper-middle class adults who WANTED to be part of helping others for the United Way agency they cared most about. In other words, the exact opposite of the “volunteers” they were replacing. True volunteer numbers increased by a whopping 108%.

Project Roles
Copywriter, Creative Director
Company
United Way
Skills
Copywriting, Creative Direction, Conceptual
Media
Advertising
Project Industries
Non-Profit
United Way Volunteer Recruitment Campaign
United Way Volunteer Recruitment Campaign
United Way Volunteer Recruitment Campaign