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VSO brand awareness campaign

Agency: Kitcatt Nohr Alexander Shaw

Client: VSO 

International development charity VSO is launching a brand awareness campaign which aims to demonstrate the impact the organisation’s volunteers have in the developing world.

The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month. Kitcatt Nohr was briefed by VSO to create an integrated campaign to increase awareness of VSO’s work and drive enquiries from potential volunteers, donors or people who wish to get involved with the charity in some way e.g. lobbying or fundraising.

The campaign demonstrates the lasting impact that VSO volunteers can have on the lives of people in developing countries. The press ad, which features an image of a large group of school children, carries the headline “How many volunteers does it take to teach a million children?”, while the body copy goes on to explain how two teachers who volunteered in Ethiopia in 2003 shared their skills with 2,500 teacher trainers, who in turn taught 11,000 teachers, who have already taught more than 1 million children.

Campaign activity includes national press ads and online advertising on sites like The Guardian and Times Online. Media was planned and bought by Arena BLM.

The average VSO volunteer is single, degree-educated and aged 42. This campaign targets a slightly broader audience to include those who might not be able to volunteer but who may wish to make a donation or get involved with VSO in some other way.

The campaign invites people to find put more and get involved in VSO’s work by visiting

Laura Solomon, Head of Creative Services at VSO UK, commenting on the campaign said; “We want people to understand that by putting the right skills into the right environments, VSO’s work not only helps in the short term but allows communities to build up their own skill base and become stronger in the long term.”

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