As part of Volunteering Week, Samsung has partnered with Do It to promote some of Britain’s quirkiest volunteering roles across the Piccadilly Lights, in the hopes of encouraging more young people to take part.
Launching today (1 June) the digital out-of-home displays will replace existing Samsung materials with interactive content tied-in to National Volunteering Week, which runs through to 7 June.
With the takeover, the electronics brand will be hoping to drive wider participation in volunteering projects across the UK, specifically targeting the younger demographic, which numerous studies have shown tend to be the age group least engaged in volunteering activities.
Featuring scannable QR codes, members of the public will be able to directly access information about volunteering roles at the touchpoint, further information will also tell them how to sign up and participate in charitable acitivites near them.
The multi-channel campaign, which has been run in collaboration with volunteering platform Do It, will also include related social activity across Samsung’s Instagram and LinkedIn feeds.
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“We want to help inspire people to volunteer because we know the huge difference it can make, but we know this sector is facing a shortage of helpers right now,” Samsung UK head of brand marketing, Ashrita Seshadri said.
“By donating our OOH at such an iconic Central London location, alongside our supporting social media and PR activity, we want to engage young adults across the nation and help them discover unique volunteering roles to try.”
Do lt CEO and founder George Grima added: “We’re thrilled to be working with Samsung on this campaign, it provides a fantastic opportunity to promote our important volunteering roles in front of larger audiences than ever before.
“We hope that young adults will find a volunteering role that’s perfectly matched to their interests, as this will add enormous value to our network of communities across the UK and give their own wellbeing a boost in the process.”
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