Rothco, now part of Accenture Interactive, has created a new omni-channel campaign that taps into the growing micro-volunteering (MV) for its client Dairygold.
The campaign is the next iteration of Dairygold’s ‘Make a Minute for the Good Stuff’ campaign and aims to get the Irish public to contribute to good causes around their busy day-to-day lives.
According to Rothco’s executive creative director Alan Kelly: “Dairygold have been positioning their brand as one that could give people a minute for the good stuff. However, understanding that their audience may not always have the time to dedicate to charity work under the traditional structure of volunteering, we looked at how we could make a big difference by taking just a minute of people’s time.”
As part of the campaign, Rothco created a platform for Dairygold that allows a team of volunteers complete small tasks that make up a larger project. As a form of virtual volunteering, the tasks are usually distributed and completed online via an internet-connected device, including smartphones.
Dairygold has partnered with six charitable organisations for the campaign including: Be My Eyes, The Cheetah Conservation Fund, Count Flowers for Bees, Meitheal Duchas.ie, Crowdcrafting and Post Pals. They invite people to choose a cause they feel passionate about and complete a simple task, then spread the word about MV.
“Volunteering in Ireland is suffering from the 666 rule. 60% of volunteers are over 60 and spend over 6 hours every week volunteering. Micro-volunteering is a completely different model that intends to change this. Instead of one person taking on a huge task or commitment, it’s broken down into lots of tiny parts that people can do online. Meaning that, for example, instead of one person counting all the types of flowers in a field over a year, a drone photographs the field and 150k people each spend a minute identifying flowers over their phone, getting the job done in two weeks. It’s not about donating money, but about actually volunteering in real-time to make a difference. That’s why this initiative is such a great fit for Dairygold.”
The Irish public can contribute via smartphone app or at http://makeaminute.ie/microvolunteering/
The platform will be promoted via a 20” TVC and digital outputs which were also created by Rothco.
Agency Producer: Laura Cahill
Executive Creative Director: Alan Kelly
Creative Team: Jonathan Cullen, Anthony Ortuso
Account Director: Rosie Rogers
Senior Account Manager: Sarah Murphy
Account Executive: Clara Reddan
Strategy: Darius Pasalar
Music Supervisor: John McCallion
Music: Oh Honey
Production Company: Tiny Ark
Director: Alex Delap
Post House: Screen Scene