Fareshare | LET’S GET TOGETHER
Volunteer recruitment campaign driving both awareness and sign ups
The Brief.
FareShare was primarily been a B2B charity, working directly with the food industry and frontline organisations to get good food to where it is needed most. But with the success of those partnerships, more and more food was being delivered to FareShare every week, meaning they need a larger volunteering base to help redistribute it to schools, charities, hostels and centres across the UK.
The Insight.
Most people are able to donate their evenings and weekends to volunteer work, but Fareshare needed support primarily during the weekday. The campaign, and creative, was unlocked through the insight that we needed to target very specific audiences who could fulfill that need and reflect that within the creative. We reached out to a wide range of disparate audiences who all had a bit of time on their hands. From retirees and the unemployed to students and part-time professionals, mums on maternity to people returning to work. The fact is, no matter who you are or where you’re from, you can help FareShare assist your community, while making friends and learning new skills.
The Work.
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Campaign Proposition, Messaging, Customer Journey
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Creative Approach and Concepting
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Photoshoot, OOH, Digital
Let’s get together pairs a variety of foods with their human lookalikes. Each model represents a different target demographic, while the food is carefully chosen to represent the variety of good quality, healthy food FareShare receive and re-distributes on a daily basis.
It’s inclusive, straightforward and bold while accurately representing the brand, cause, and volunteers.
We worked closely with media partner 1XL to develop a targeted digital strategy, delivering over 150 individual assets for use across digital ads, regional newspapers, online articles, and social media. We also designed a dedicated website that takes potential volunteers on a journey to find their perfect ‘role’ match.
