NHS ⎯ Royal Voluntary Service
Uniting Communities When It Matters Most
Government & Public Sector
Brief
During the pandemic, NHS Volunteer Responders, delivered by Royal Voluntary Service and enabled by the GoodSAM app, played a vital role in supporting vulnerable people across the UK. To keep the service running at scale, the programme needed to drive volunteer sign-ups from diverse communities nationwide.
Strategy
We created a culturally resonant campaign that highlighted the small acts of kindness that make the biggest difference. By reflecting real stories and relatable moments across Asian, African, and Caribbean communities, the work made volunteering feel personal, meaningful, and accessible.
Our creative assets were supported by a strategic media rollout, spanning radio, press, digital, and community touchpoints, ensuring authentic reach where multicultural audiences live, gather, and connect.
Since the start of the pandemic Royal Voluntary Service volunteers have been supporting vulnerable people with shopping, prescription pick-ups, friendly phone calls and patient transport.
Results
Grounded in cultural insight and community relevance, the campaign inspired widespread participation and strengthened the volunteer network at a moment when the country needed it most.
The campaign created awareness from the targeted communities and a call to action that increased registrations of volunteers from the targeted communities.
451
Community touchpoints across 340 Gurdwaras, 30 Temples and 81 Mosques
1.5M+
Audiences reached through targeted digital media across high-relevance platforms
135M+
Reached across 11 radio stations and 4 multicultural print partners
More Works
(MRA — 02)
©2024
NHS ⎯ Royal Voluntary Service
Uniting Communities When It Matters Most
Government & Public Sector
Brief
During the pandemic, NHS Volunteer Responders, delivered by Royal Voluntary Service and enabled by the GoodSAM app, played a vital role in supporting vulnerable people across the UK. To keep the service running at scale, the programme needed to drive volunteer sign-ups from diverse communities nationwide.
Strategy
We created a culturally resonant campaign that highlighted the small acts of kindness that make the biggest difference. By reflecting real stories and relatable moments across Asian, African, and Caribbean communities, the work made volunteering feel personal, meaningful, and accessible.
Our creative assets were supported by a strategic media rollout, spanning radio, press, digital, and community touchpoints, ensuring authentic reach where multicultural audiences live, gather, and connect.
Since the start of the pandemic Royal Voluntary Service volunteers have been supporting vulnerable people with shopping, prescription pick-ups, friendly phone calls and patient transport.
Results
Grounded in cultural insight and community relevance, the campaign inspired widespread participation and strengthened the volunteer network at a moment when the country needed it most.
The campaign created awareness from the targeted communities and a call to action that increased registrations of volunteers from the targeted communities.
451
Community touchpoints across 340 Gurdwaras, 30 Temples and 81 Mosques
1.5M+
Audiences reached through targeted digital media across high-relevance platforms
135M+
Reached across 11 radio stations and 4 multicultural print partners
More Works
(MRA — 02)
©2024
NHS ⎯ Royal Voluntary Service
Uniting Communities When It Matters Most
Government & Public Sector
Brief
During the pandemic, NHS Volunteer Responders, delivered by Royal Voluntary Service and enabled by the GoodSAM app, played a vital role in supporting vulnerable people across the UK. To keep the service running at scale, the programme needed to drive volunteer sign-ups from diverse communities nationwide.
Strategy
We created a culturally resonant campaign that highlighted the small acts of kindness that make the biggest difference. By reflecting real stories and relatable moments across Asian, African, and Caribbean communities, the work made volunteering feel personal, meaningful, and accessible.
Our creative assets were supported by a strategic media rollout, spanning radio, press, digital, and community touchpoints, ensuring authentic reach where multicultural audiences live, gather, and connect.
Since the start of the pandemic Royal Voluntary Service volunteers have been supporting vulnerable people with shopping, prescription pick-ups, friendly phone calls and patient transport.
Results
Grounded in cultural insight and community relevance, the campaign inspired widespread participation and strengthened the volunteer network at a moment when the country needed it most.
The campaign created awareness from the targeted communities and a call to action that increased registrations of volunteers from the targeted communities.
451
Community touchpoints across 340 Gurdwaras, 30 Temples and 81 Mosques
1.5M+
Audiences reached through targeted digital media across high-relevance platforms
135M+
Reached across 11 radio stations and 4 multicultural print partners
More Works
©2024