Student Advertising Case Studies

VSO ICS Charity

VSO ICS needed a creative student marketing solution to help widen its student demographic.


Background:

Voluntary Service Overseas (VSO) is the world’s leading international development organisation that uses volunteers to fight poverty and reduce inequality. It is a key partner within the International Citizen Service (VSO ICS) and provides 18-25 year olds with the opportunity to volunteer on a development project in Africa, Asia or Latin America for three months.

Objective:

VSO ICS tended to get a high number of applications from a particular student demographic and so the charity set out to increase awareness of its volunteering opportunities among the rest of the student market.

Having previously worked with The National Student, which is powered by BigChoice Group, VSO ICS tasked the publication to develop and implement a marketing solution to help reform the student markets perception of the student charity worker stereotype.

Strategy:

To help encourage more people in the youth market to volunteer with VSO ICS, The National Student supported its student journalists in writing a series of thought-provoking and easily shareable articles. The content challenged the preconceptions around the ‘volunteering abroad’ stereotype and included case studies of previous VSO ICS volunteers.

Two job listings were posted on TheBigChoice.com (also powered by BigChoice Group) to advertise its volunteering overseas opportunities. TheBigChoice.com and TheNationalStudent.com helped drive students to the job posts through targeted newsletters and solus email marketing to students, careers advisors and universities.

The campaign was further supported by digital display advertising across TheNationalStudent.com and TheBigChoice.com.

Results:

The 15 month campaign was deemed a success by VSO ICS as it raised awareness of the charity’s opportunities available to young volunteers and widened its student volunteering demographic.

In total, the campaign achieved a total of 169,000 views and generated over 6,000 clicks-throughs.