Although approximately 30 million volunteers contribute to the functioning of our society in Germany, the topic of „volunteer engagement“ lacked attractiveness in public perception. It was perceived as rather one-dimensional, and the efforts of volunteers in various areas of life were not sufficiently recognized. Therefore, the Federal Ministry of the Interior and for Homeland Affairs (BMI) commissioned the content agency infokontor with a nationwide campaign based on a video series.
The goals of the campaign were to strengthen the presence of volunteer work in the public consciousness. It aimed to showcase the diversity and societal significance of volunteering, highlighting that it is modern, individual, and interesting. The campaign aimed to provide a platform for volunteers to share what matters to them and bring volunteering out of the shadows, making it more visible and deserving of recognition. Additionally, the campaign aimed to express gratitude and say „thank you“ to the volunteers for their contributions to our society.
Our strategy was to tell many authentic stories from different regions and areas of life. We utilized a complex research matrix to ensure diversity and appeal to a broad audience. Through these examples, users, regardless of their background, political orientation, or age, could identify with volunteering and the impact it can have.
We created content packages containing the videos of our examples, which were repurposed for print, TV, online, and radio. These packages were then distributed to editorial and social media outlets for free use. In addition to utilizing the BMI’s own channels, we established editorial collaborations to ensure a wider reach and secure coverage.
Overall, we reached 201 million contacts through the campaign, including editorial collaborations and distribution to media outlets that covered the topic. As a result, we were able to significantly increase awareness of the importance of volunteer work and demonstrate the significance of volunteer engagement on a broad scale. Viewers consciously acknowledged the appreciative message conveyed. The authentic portrayal through videos played a crucial role in generating interest in volunteering.