Iris inspires a generation of young volunteers

An Iris product story

Edited by the Marketingweek Marketplace editorial team Oct 23, 2007

Independent integrated agency iris is set to launch its first major campaign for youth volunteering charity v after winning the work earlier this year.

The campaign will combine print, radio, online and ambient media, in a bid to inspire a new generation of 16-25 year-olds across England to get involved in volunteering.

The integrated campaign will drive traffic to the vinspired.com website where visitors can search for local volunteering opportunities, register for bespoke monthly alerts, blog, post videos and share their experiences as part of a volunteering community.

The central theme is 'What's your v?', a strapline designed to engage the youth market to help them match their hobbies and passions to the diverse collection of volunteering opportunities available.

The thrust of the activity is that whatever your interest there is a volunteering job, or 'v', to suit you.

The campaign messaging evolves over time to lead prospects from initial engagement through to advocacy.

The targeting and channel selection were developed in conjunction with i-rise, the new communications planning venture launched by iris and Rise.

The initial phase of the campaign will launch this September and run until March 2008.

Alistair Bryan at iris said: "It's a challenging objective - inspiring young people to realise that they can act on their concerns and beliefs to make a difference in their community, but v has a unique proposition and a fresh new approach to volunteering.

"The work reflects a great collaboration between iris, v and i-rise to discover the optimum audience and messaging".

Mel Foster at v added: "The creative for this campaign looks to connect with the enthusiasm and energy young people have for their personal passions; through the combination of media channels and a strong call to action, we feel confident that this campaign will change the perception of volunteering, allowing young people to realise they can combine their interests with volunteering, having fun while benefiting the community and themselves".