It seems the well-intentioned agency V has realised the Volunteering is off-putting. (Why oh why did they not work that out before spending £000’s branding themselves as V?) 66% of young people thought so. Whereas 80% of young people have done favours for others. Therefore they are launching a new campaign called Favours. And the
"projects on offer through V address issues that resonate with the
individual interests of young people, such as music, design, art, sport
At last. Recognition that most people don’t volunteer for the sake of it, they do things because they are interested in doing them and don’t expect to be paid for doing so.
Well done. Finally.
Gareth Coxon - Dot Design · 1st October 2008 at 10:14 am
Its amazing the difference one word can make regarding the change from “Volunteers” to “Favours”.
I recently received an email from a contact who had started a new relaxation media business called “Meditate-In-Minutes” all said it didn’t go very well but abit more research and a name change to “TAKE-A-BREAK” has seen a huge interest since. It seemed that many people were put off by the word “Meditation”!
Shane McCracken · 1st October 2008 at 10:28 am
It’s about talking in the language of ordinary people. Volunteering appeals to a small niche who like the concept of volunteering. Problem is they are going to volunteer anyway so why spend money attracting them.
Meditation also has a bit of a new-age stigma, whereas Take-a-Break sounds great. Siesta Services, Power-Nap Products…
It is easier to say than do but you’ve always got to name from the viewpoint of the customers you want rather then your own view.