Following a multi-agency pitch, Allsopp Davies was recently appointed to produce a publicity campaign on behalf of Norwich and Norfolk Voluntary Services (NVS), together with West Norfolk CVS and Norfolk County Council to promote volunteering in Norfolk.
The Allsopp Davies solution utilised bus and radio advertising as well as public relations activity, combined with lots of innovative ambient media opportunities such as campaign bookmarks handed out at local libraries.
The campaign was geared to help Norfolk people discover that voluntary work offers diverse and stimulating opportunities in fields that they may never have previously considered, and that volunteering is an option for people all ages and backgrounds.
In the six months following the campaign, the overall number of volunteer opportunity enquiries to Norwich Volunteer Centre has risen by more than 60% over the same period for the previous year.
Enquiries about opportunities in arts, heritage and the environment have increased significantly more than those in the traditional fields of health and social care following the campaign.
A spokesperson for NVS, Sheila Mathias, said: "This shows that people's perception of volunteering has widened with the campaign's coverage of opportunities that the general public previous did not appreciate existed."
Research also shows 59% of those who responded to the campaign in Norwich were under 30-years-old, compared to a figure of 30% in previous years.
"We planned the campaign to appeal to a younger adult audience and feel the response through a campaign web page has worked," added Ms Mathias.