PROJECTS


  CLIENT : The Star
  CAMPAIGN : Do Good. Volunteer.



Problem:
GETTING MORE MALAYSIANS involved in VOLUNTEERING

In 2012, The Star newspaper launched ‘Do Good. Volunteer’ (DGV), a social initiative to champion volunteerism as a key component in nation-building. The DGV initiative revolved around an online portal that paired volunteers with help-needing NGOs. The initiative was recognised regionally, winning Bronze at the WAN-IFRA Asian Media Awards 2013 for the Best in Community Service category. One year after its launch, and with 2013 being International Volunteer Year, the challenge was to make DGV bigger and better.

SOLUTION:
FROM CONNECTING PEOPLE TO EMPOWERING PEOPLE

We learned quite a few things from the launch of DGV in 2012. Firstly, people get excited about causes they care about. There is also a strong sense of pride in seeing your work and efforts recognised. Next, people become inspired to volunteer when they hear stories of others doing the same. Finally, we discovered people are keen to volunteer but become less inclined when faced with barriers such as lack of transport or missing some friends to volunteer with. Keeping these discoveries in mind, we took a holistic end-to-end approach that involved four key areas: Information, Connections, Engagement, and Action of our communication. From highlighting calendar events in newspapers to monthly volun-tours called Good Day Out, each activity was designed to engage and empower volunteers into action. We also launched a series of workshops titled Do Good Academy designed to help social cause leaders run a more effective and sustainable organization.

RESULT:
DO GOOD VOLUNTEER GAINS TRACTION

For us, there was no greater feeling than when we saw more Malaysians volunteering and more causes being championed:

46% increase over 2012 in the number of overall volunteers to 7800

The Good Day Out initiative resulted in over 300 volunteers. Altogether, it over-subscribed by 37%.

The Star Employee Volunteer Programme resulted in assistance to 800 refugee families via the monthly Food Parcel Programme

The Do Good Academy has conducted training sessions for 79 NGOs in just 3 months.


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