ProjectScotland, the national youth volunteering charity, is launching a campaign to quash the traditional image of volunteering through a series of off-beat ads.
The campaign has been created by Edinburgh-based agency The Union and includes cinema ads, online advertising and reverse graffiti.
These graffiti involve logos being ‘cleaned’ onto less clean pavements and walls and is a tactic that will be used across the country.
The charity will also have teams of “fantasy chuggers” that will mock stereotypical street fundraisers and hand out
to young people info sheets that feature images and stickers from the cinema ads.
The campaign has been designed to appeal to the charity’s target audience of 16-25 year-olds and prove to them volunteering is something they can become involved in regardless of background.
This is ProjectScotland’s first promotional push since it launched in 2005. It has now placed more than 1,200 volunteers in full-time voluntary placements, and plans to fill a further 1,600 places this year alone.