Winning campaign aiming to double FareShare volunteers
When specialist branded content agency Raw London triumphed at the Live Final of The Creative Shootout 2018, its team got straight to work with FareShare to make the winning idea into a real-life campaign.
The winning ‘Any shape – any size’ campaign launched this summer and has been driving people to a new volunteer microsite with help from £250,000 of media spend donated by premium publisher cooperative 1XL.
FareShare’s brief to the teams at the Live Final, where nine teams battled it out on stage in front of a live audience at BAFTA, was to recruit thousands of new, much needed, volunteers.
After a lot of hard work by Raw and FareShare, the winning creative concept has now become real as the charity’s first ever national campaign.
Using the slogan “If you’ve got the time, we’ve got the food. Let’s get together”, the campaign focuses on the relationship between people and food in a bold, impactful way that reflects the personality of FareShare as a fun and inclusive place to volunteer. Its purpose is to make people laugh, raise awareness, and interest people enough to encourage them to volunteer either remotely or at one of FareShare’s 21 regional centres around the country.
FareShare Chief Executive Lindsay Boswell said the campaign was only possible because of the generosity of Creative Shootout: “As a charity, our small budget goes towards operational costs, so winning the 2018 Creative Shootout was a huge deal for us.
“It was a no brainer for the campaign to be about volunteering because we just couldn’t feed 770,000 people a week without our amazing volunteers. We’ve got lots of interesting types of roles that people can help us with, so come and join us and help feed people first.
“Many thanks to FareShare supporter Hugh Bonneville, and all the agencies and media suppliers involved, for galvanising creative agencies to ‘do their best for FareShare’ during the competition stages.”
The campaign, which runs until the end of October, is being brought to life in print and online regional news titles across the UK, directing readers to a dedicated campaign microsite www.fareshare.org.uk/volunteer to sign up.