Volunteering call to action to take centre stage
Royal Voluntary Service calls for charities to join GoVo ahead of national ad campaign
A national spotlight will shine on volunteering this autumn as Royal Voluntary Service partners with ITV and other significant media partners to launch a multi-channel, above the line campaign to inspire Britons to give their time to good causes.
The campaign will point volunteers to GoVo, the new digital volunteering platform Royal Voluntary Service is developing for the charity sector with support from players of People’s Postcode Lottery. Hundreds of charities have been involved in helping shape the platform.
The goal is to inspire the next generation of volunteers, and the multi-channel campaign will feature across TV, out of home, press, social and online with advertising space generously donated by a coalition of media partners including ITV, STV, Mail Metro Media Group, Global and YouTube.
The launch of GoVo to the public on 17 October will begin with the airing of a cinematic 60-second TV advert in prime-time slots. The advertising, produced by ITV Creative and featuring household ITV talent, will inspire the nation to get volunteering by showing the surprising breadth of rewarding volunteering opportunities on offer. The burst will run until the end of November in airtime gifted by ITV and STV.
Alongside the TV advertising, the campaign will feature on billboards in city centres as well as in print and digital adverts, thanks to space gifted by Global’s Media for Good programme and Mail Metro Media.
One of RVS’s ambitions for GoVo is to make volunteering more flexible and remove barriers, in the hopes of welcoming more young people and people of working age into volunteering.
YouTube content will be another touchpoint for younger audiences. RVS is working with YouTube on a campaign connecting the charity with content creators hoping to educate and empower their audiences to volunteer.
Charities of all sizes looking to recruit volunteers are being urged to sign up to GoVo and upload volunteering roles in time for the campaign launch, to maximise the opportunity to welcome new volunteers who will be directed to the platform.
"To see volunteering in the limelight in this way has been a dream of mine. Thanks to this ambitious campaign in partnership with ITV, which has been made possible by Postcode Lottery players, and the generosity of our media partners; Mail Metro Media Group, Global and YouTube when GoVo launches in October, all eyes will be on volunteering. I hope as many charities as possible are able to seize the opportunity so we can make sure, as a sector, that our doors are open to welcome those who would like to join us.
"The campaign isn’t about RVS or any one charity, it’s about volunteering and the call to action for people to find opportunities that light their fire. We are being offered a rare opportunity to communicate in new ways, with new audiences. Working together we can inspire a new generation of volunteers and help build a better supported and connected Britain."
Catherine Johnstone CBE, Chief Executive of Royal Voluntary Service
"It's fantastic to see that some of the biggest players in the UK's commercial media are prepared to get behind GoVo in this way.
"I'd like to thank the players of People's Postcode Lottery for their support in making the online platform a reality.
"We look forward to seeing the campaign come to life, spreading the message that volunteering benefits both wider society and volunteers themselves."
David Pullan, Managing Director at People's Postcode Lottery
"For 70 years, ITV has been shaping culture for good. We’re proud to be partnering with Royal Voluntary Service to create a star-studded campaign which will change perceptions of volunteering and encourage the nation to give their time to help causes they care about."
Sarah Hunt, Head of Strategy and Communications, Social Purpose at ITV
"This new campaign from Royal Voluntary Service is a vital drive to inspire more people to consider volunteering, highlighting the myriad of ways that offering up your time can benefit society but also personal growth too. STV has a unique connection with audiences in Scotland and we're delighted to offer RVS a platform to spread its important message far and wide across the country."
Richard Williams, Managing Director: Audience (Video & Technology) at STV
"At Global, we see every day how important volunteering is to the small charities we support through our charity, Global’s Make Some Noise. That’s why we’re delighted to promote GoVo through our Media for Good initiative which harnesses the power of our platforms and gives away £1million in advertising each year to shine a light on important causes. By putting volunteering in the spotlight, we hope to inspire more people to give their time and skills, helping charities to thrive and make an even greater difference."
Suzanne Ryder Richardson, Director, Global Goodness at Global
"We’re really proud to support this powerful campaign from Royal Voluntary Service, which shines a light on the incredible impact of volunteering. At Mail Metro Media, we believe in the strength of community and the importance of giving back — and promoting the fantastic new GoVo service is a brilliant way to connect people with causes that matter to them using our vast reach and loyal audience."
Dom Williams, Chief Revenue Officer at Mail Metro Media
"At YouTube, we witness the incredible power of creators to build communities and inspire action every day. We are proud to support the Royal Voluntary Service and look forward to connecting them with creators who are passionate about making a difference. We believe a partnership for the GoVo campaign will empower creators to share authentic, engaging stories about volunteering, reaching the next generation in a voice they trust and showing them the profound impact they can have."
Yves Schwarzbart, Advertising Industry Relations Manager UK, at YouTube
Over 2,000 charities have registered with GoVo, including charities like SSAFA, the armed forces charity, and The Evelyn Glennie Foundation. Royal Voluntary Service is urgently calling on any charities looking to recruit volunteers to sign up and upload volunteering roles to take advantage of the campaign launch and national call to action.
