The Experience Corps to target over-50s in ads

The Experience Corps is launching its first national advertising

campaign today as it steps up its efforts to recruit people for

community work across the UK.



The Home Office-backed initiative is running a series of press ads to

target 250,000 over-50s who have never previously undertaken voluntary

work.



The executions aim to attract potential recruits by offering them the

opportunity to pass on their skills and knowledge. One ad calls for

journalists 'to help provide the homeless with more useful news', above

a picture of a man sheltering under newspaper sheets.



Experience Corps works by matching recruits with volunteering vacancies

at organisations such as Age Concern and Shelter.



Marketing director Richard Lancaster hopes to secure sponsorship for a

number of Experience Corps' programmes involving music and sport. The

£1m campaign has been created by Saatchi & Saatchi, with media by

Manning Gottlieb Media. TV and direct mail test campaigns will launch

later this year.



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