The opportunity
Reach Volunteering is the leading skills-based volunteering charity and the UK’s single biggest source of trustees for the voluntary sector.
They wanted to create an inspirational campaign utilising citizen framing to encourage more people to volunteer their skills and help shape a better society.
Our approach
We provided four days of pro-bono support to help lay the foundations for their upcoming campaign.
To kick things off, we conducted thorough audience insight to help Reach Volunteering understand how their audiences are thinking, feeling and acting when it comes to volunteering their professional skills – and importantly, the barriers to this. This involved in-depth surveys as well as analysis of Reach’s own data and research.
To complement this, we conducted a workshop with Reach’s internal team to gain their own insights and aspirations for the campaign.
We then harnessed this insight to develop and deliver a campaign messaging package. This included a drafted narrative, alongside core audience-specific messaging to ensure the campaign resonates with each of Reach’s target audiences.
