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 strap line 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 whilst benefiting the community and themselves.”
For more information: www.irisnation.com
Call Amy Lawson or Kate Moloughney at Limelight PR for press info: 0207 821 9210 – firstname.lastname@example.org
iris is an independent, integrated marketing agency working across all media and all disciplines.
Working with clients including Shell, Sony Ericsson, COI, adidas and Coca Cola the agency is committed to ‘Media Anything, Idea Everything’ – a creative vision that encompasses iris’ interpretation of integrated marketing. iris provides true integration through its key divisions iris Direct, iris Care, iris Female, iris PR and iris Experience.
iris prides itself on two key abilities; seeing the potential and exposing mediocrity. These two objectives have guided the agency’s work since conception, combined with a concerted effort to be the best agency their clients have ever worked with, and the only agency that truly talented people want to work for.
Established in 1999 by Ian Millner and Stewart Shanley, the iris group has shown considerable development in the last seven years, employing 400 people and growing by at least 50% year on year. It has been voted agency of the year by Marketing, Marketing Week, MCCA, ISP and is a Sunday Times Top 100 Fast track company with offices in London, Manchester, Singapore, New York, LA and New Delhi soon to be complimented by new offices in Munich and Miami.
• v is the youth volunteering charity launched in May 2006 whose mission is to inspire a new generation of young volunteers in England aged 16-25. It is supported by the Office of the Third Sector in the cabinet Office.
• The charity was set up to implement the recommendations of the Russell Commission outlining a new national framework for youth action and engagement, following a nationwide consultation which included 6000 young people.
• v is led by the cares, interests, passions and beliefs of young people. An advisory board made up of twenty young people called v20 is involved in all aspects of the charity’s work. Four members of v20 sit on v’s Board of Trustees.
• v has created a web-based portal designed by young people to provide a unique environment for them to find out about volunteering and search for volunteering opportunities in their area. For more information, please visit www.vinspired.com
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