We worked closely with key contacts at both Network Rail and Samaritans, listening to their objectives for driving awareness of the initiative, increasing visits to the Million Hour Challenge website for volunteer sign ups and to encourage positive behavioural change by setting a target of reaching One Million Hours of volunteered time. In doing so, we were able to suggest the most suitable campaign identity to ensure effective dual branding and began to devise a 3-year plan to engage the right communication pathways and touchpoints to deliver clarity in hierarchy and messaging as part of an ongoing strategy.
A major challenge for us initially was to try and determine the cascading flow of information to not only engage with brand ambassadors in the first instance, but as a secondary step, provide the ambassador with a practical plan and toolkit that they could easily run with to raise awareness and ensure that their co-workers signed up to volunteer scheme. From onboarding packs to leaflets, banners, email templates and much more, we developed a holistic suite of assets to meet the campaign’s objectives. All of which are being rolled out on a national scale, as we speak!
“One of the greatest gifts you can give is your time and we are honoured to have been able to give our time to Network Rail and Samaritans on such an exciting campaign. We look forward to seeing the initiative in action.”
Anne Reynolds, Account Director at Guerilla.
“Thank you Anne and it’s been great working with you on this project. You’ve been really helpful!”
Gemma Howe, Project Leader for Million Hour Challenge.