Manchester-based agency Love has been appointed by COI Communications and The Russell Commission to rebrand Youth Volunteering as it looks to recruit a million new helpers over the next five years. The agency was appointed after a three-way competitive pitch overseen by the COI.
Love has been asked to redefine volunteering in the eyes of young people and widen its appeal, following the creation of the Russell Commission in May 2004, with the aim of increasing volunteering opportunities for people aged between 16 and 25.
The agency will also develop a name and brand identity for Youth Volunteering in England. Account director Alison Johnson says the agency will be working closely with the commission’s Youth Advisory Board.
The pitch was overseen by Terry Ryall, a former divisional director at The Prince’s Trust who joined the commission as chief executive in January, and Lizi Hamer and Kyle Soulsby of the Youth Advisory Board.
Former FCB London managing director Jonathan Rigby joined Love as an agency partner last July.