The World Volunteer Conference is an international event that encourages networking, learning and sharing of knowledge amongst volunteers. The participants include global NGOs, blue chip corporations and government agencies. We are assigned to conceptualise and execute a nation-wide advertising campaign to promote awareness and participation.
Our concept is to break away from the norm of non-profit campaign drives. Since the hosts for the conference are two of the biggest action superstars, Jet Li and Michelle Yeoh, the advertisements aptly took on the form of an action movie poster. This captured attention from the large population of movie-goers, entertained when the idea got across and inspired readers to be a volunteer ‘hero’ through participation.