ProjectScotland launches campaign through Union to recruit volunteers
The Union has created a trio of campaigns for new clients, including a TV, press, online and direct marketing campaign to launch ProjectScotland, the new volunteering initiative aimed at young people.
The TV element – which went on air this week – focuses on young people aged 16-25 years old who want to make a difference to their surroundings and their community. The agency won the brief from the organisation 18 months ago.
ProjectScotland is a partnership funded by the private and public sectors, with assistance from the voluntary sector. Its aim is to recruit 450 young volunteers in its first year to work in a wide range of areas. The initiative is the culmination of First Minister Jack McConnell’s 2003 drive to create a national youth volunteering scheme in Scotland, his assembled Working Group, led by Julia Ogilvy, came up with the strategy. Ogilvy is now chair of ProjectScotland.
A trade advertising campaign for Scottish Life is also to break this month after the agency won a four-way pitch to handle the account. The campaign is designed to promote Scottish Life’s focus on the IFA market, highlighting the benefits and services Scottish Life offers due to its focus on the IFA distribution channel.
Scottish & Newcastle is also launching a direct mail campaign through the Union to target buyers from 25 countries in the travel retail market. The first mailing previews a research study commissioned by Scottish & Newcastle which highlights the opportunities for mutual growth in the market and points out that ‘beer is the world’s most popular alcoholic drink and we have some of the most popular brands in the world.’