Learning To Bake?

Samaritans provide emotional support to anyone in distress, struggling to cope or at risk of suicide. The organisation is completely dependent on volunteers.  As such, it’s important for them to have marketing systems in place that consistently deliver a steady stream of the right type of volunteer applicants. The need for effective charity video production was crucial to reach prospective volunteers. They approached us to help with a recruitment campaign for their Birmingham centre.

The primary target audience for this campaign were people approaching retirement/recently retired. This formed the basis of our creative approach. Newly retirees have been given the gift of time and will be contemplating what they can do now they don’t have to work. A shift at the Samaritans is four hours. The creative concept looked to explore this connection. We took a lighter look at three things you cannot do in four hours, before segueing into the main message of the short ad.

This video is one of a three part series where we explore new hobbies you’ll never master in four hours.

The campaign ran for one month. With click through rates well above industry standard. The ads reached 32,870 people and over 700 prospective volunteers clicked on the ads to go through to the Samaritans recruitment landing page. These are 700 completely new and motivated potential volunteers for an unpaid position.

This project was executed in partnership with Creative Tweed, a Birmingham based digital agency.