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
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.