The Mayor of London supports volunteering initiatives via Team London and a group of corporate partners. Team London brings people from different backgrounds and communities together. They offer hundreds of high-quality volunteering roles from a wide range of approved organisations, with both one-off and ongoing roles. He wanted to advance this initiative, and wanted someone to capture the enthusiasm of existing volunteers and also to demonstrate the simplicity and value of volunteering to medium and large firms so as to encourage them to engage in volunteering schemes.
Our task was to explain the benefits of volunteering to corporates, and thereby attract more employers to the scheme.
We decided that the best course of action would be to create a micro-documentary on the volunteering initiative. We devised and filmed this promotional feature for the Mayor of London website to encourage medium and larger firms to support volunteering initiatives. Titled: 'Why Volunteering', the video explains the benefits and enterprise value of the programme to HR and CSR managers. This was a three-day shoot, a two-day edit and about two days' pre-production.
We filmed the programme partners and volunteers at their workplaces and interviewed many contributors. We gleaned a great deal from the story of one volunteer as she walked us through her journey into employment. It was wonderful to see business and youngsters chiming so well.
With the help of this video campaign, and a more useful explainer online, the Mayor's office has experienced a transformation in how volunteering is perceived by the business world and new corporate participants are now contacting and joining Team London. It was such a buzz working with the generous and motivated people of this project in so many firms.
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