Digital Campaign of the Week: WRVS

The age charity wants to make Britain 'an excellent place to grow old', and it's kicking off with viral films

The WRVS Give Us A Lift campaign
The WRVS Give Us A Lift campaign

What is it?

An integrated digital campaign called Give Us A Lift, which highlights how a third of older people struggle to get to where they want to go because of a lack of adequate transport.

The first is a spoof that features older people holding hitchhiking signs indicating their preferred destinations, such as "the shops" or "dancing." The second shares the real-life story of Grace and Peter, an elderly couple who have benefited from WRVS's transportation services. 

Why use viral videos and an online campaign? 

To reach as many people as possible with a small budget, says Paul Twocock, the charity's head of media and public affairs. WRVS says it hopes to attract two audiences: 50 to 65-year-olds who are most likely to volunteer, and 18 to 30-year-olds, the demographic most likely to view and pass on viral films. 

How did WRVS come up with the idea?

WRVS asked a sample group of 1,000 people over the age of 65 what kept them from living the life that they wanted to. Many cited a lack of transportation as their biggest barrier. The charity took the findings to digital agency Creative Jar, which produced the videos and microsite.

How is it being promoted?

By email and on social networking sites such as Twitter and YouTube to encourage people to pass the information on to others.

What does WRVS hope to achieve?

The charity says it wants to make Britain an excellent place to grow old. "Our aim is to increase the number of volunteer drivers we have, recruit new donors and raise the profile of WRVS's refreshed brand, which uses the slogan 'positive about age, practical about life'," says Twocock.  

How much did it cost?

The total budget for the campaign was £68,000, and approximately half was spent on the viral element. 

Third Sector's verdict 

A brave attempt to engage an older audience online. Both videos are professional, entertaining and make their point well, but will the intended 50 to 65-year-old audience send and recieve virals?

 

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