VSO is investing over £1 million in its brand development following a decision to focus on defining itself as a development charity working through skilled volunteers.
Ad agency Kitkatt Nohr Alexander Shaw has been appointed to handle the brand development, brand advertising and recruitment advertising. The agency will also focus on raising the status of international volunteering and attracting professional workers to VSO's overseas programmes.
The charity completed a five-year strategic plan in August and identified that more needed to be done to position VSO as an organisation which provides international communities with valuable skilled volunteers as well as giving volunteers the opportunity for professional development.
"To deliver our vision, we need a brand strategy that will also increase our ability to recruit the right kind of volunteers and increase our charitable status,
said Glyn Williams, head of marketing at VSO.
Marc Nohr, managing partner at Kitcatt Nohr, said: "VSO has an important contribution to make in a climate where people are waking up to the idea of global citizenship."