Communications News: Online game increases interest in volunteering

An online game created by Youth Net UK to raise the allure of volunteering for young people has helped to increase visitors to its volunteer website almost tenfold.

'Attract-o-Meter 3000' was created alongside other campaign elements, which included paid-for banner ads on other sites, media partnerships with companies and radio interviews.

It asks tongue-in-cheek questions so visitors to www.attract-o-meter.com can measure their attractiveness, and ends by proposing that they click through to www.do-it.org.uk to appear more loveable.

The game led more than 168,000 unique users to the volunteer site in May, representing an almost ten-fold improvement on previous monthly figures of 17,000.

The campaign also prompted 44 per cent of the people who clicked through to register for a volunteer opportunity. This figure equates to 13,000 and goes some way to reaching year-end registration targets of 33,000 set by the Active Communities Unit, which funded the campaign with £270,000.

"This campaign has been great news," said Maddy Heil, the charity's communications manager. "We have been able to build up a database of why people volunteer so as to inform future campaigns, and it gives us hard figures to attract future corporate and government funding."

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