Many young people are unaware of how much they could gain from volunteering. Oxfam wanted to change that and raise awareness of its UK volunteer roles, so we built a broadcast PR campaign that presented volunteering as a rewarding experience offering practical skills, social connection and a sense of purpose. We secured national and regional broadcast opportunities that told real stories of young volunteers and sent listeners to Oxfam's website to explore open roles. The campaign delivered 11 items of radio and TV coverage reaching 7.2 million, including London Live, Greatest Hits Radio, BBC Radio Merseyside and BBC Radio Cambridgeshire.
11Items of coverage
7.2 millionCombined reach
55m 00sTime on air
Coverage highlights
London LiveTV
Greatest Hits RadioNational radio
BBC Radio MerseysideBBC radio
BBC Radio CambridgeshireBBC radio
Campaign video
The story
Oxfam
The campaign
Volunteer Drive
The aim
Oxfam needed to boost awareness of its UK volunteer opportunities, particularly among younger audiences who are often unaware of the benefits or impact of volunteering. We delivered a focused media campaign that positioned volunteering with Oxfam as a valuable, rewarding experience, offering practical skills, social engagement, and a sense of purpose. By securing national and regional broadcast opportunities, we highlighted real stories of youth volunteers and drove listeners to Oxfam’s website to explore open roles. This helped position Oxfam as both a socially conscious brand and a meaningful first step into the world of volunteering for a new generation.
The result
11 items of coverage reaching 7.2 million, including London Live, Greatest Hits Radio, BBC Radio Merseyside, BBC Radio Cambridgeshire.
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