Fun take on serious message in new food charity volunteer campaign

FareShare, the UK’s largest food redistribution charity, today launched a national volunteer recruitment campaign, which portrays people and the food they most resemble in a bold, fun way, through UK-wide articles and advertisements.

FareShare has teamed up with specialist branded content agency Raw London to work on the charity’s first ever national advertising campaign, to recruit thousands more, much needed, volunteers. The campaign was made possible after FareShare won £250,000 of media spend from the Creative Shootout – fast becoming one of the most recognised creative awards in the UK – donated by premium publisher cooperative 1XL.

Using the slogan “If you’ve got the time, we’ve got the food. Let’s get together”, the campaign focuses on the relationship between people and food in a bold, impactful way that reflects the personality of FareShare as a fun and inclusive place to volunteer. Its purpose is to make people laugh, raise awareness, and interest people enough to encourage them to volunteer either remotely or at one of FareShare’s 21 regional centres around the country.

FareShare Chief Executive Lindsay Boswell said the campaign was only possible because of the generosity of Creative Shootout: “As a charity, our small budget goes towards operational costs, so winning the 2018 Creative Shootout was a huge deal for us,” she said.

“It was a no brainer for the campaign to be about volunteering because we just couldn’t feed 770,000 people a week without our amazing volunteers. We’ve got lots of interesting types of roles that people can help us with, so come and join us and help feed people first.

“Many thanks to FareShare supporter Hugh Bonneville, and all the agencies and media suppliers involved, for galvanising creative agencies to ‘do their best for FareShare’ during the competition stages.”

The campaign, which runs until the end of October, will be brought to life in print and online regional news titles across the UK, directing readers to a dedicated campaign microsite www.fareshare.org.uk/volunteer to sign up.