Recruitment campaign: The Rainbow Group

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About This Project

Recruitment campaign

The assignment

Help the Rainbow Group to recruit more than three hundred new volunteers. The Rainbow Group is a large, informal caregiver in Amsterdam. The new volunteers were needed to offer permanent support to the increasing number of people reliant on the group’s aid.

Our role

  • Developing the campaign: ‘Another Day, Another Volunteer at Work’, including the following features:
    • a LinkedIn campaign, in which people with a suitable volunteer’s profile were ‘head hunted’.
    • a funny visual campaign with three postcards and posters. The cards were distributed throughout Amsterdam at various locations, such as coffee bars. The posters were displayed in other (catering) establishments.
    • a summer event; speed-dating for people in search of a buddy and interested volunteers.
  • Developing and distributing press materials e.g. press release and press photo.
  • Pitching the speed-date event to national and local media.

The result
The daily newspaper, het Parool, and the radio stations Echo and AmsterdamFM reported on the campaign launch. The mass-circulation daily, de Telegraaf, reported extensively on the speed-date event, as did MUG magazine. Last, but certainly not least, more than 300 new interested people signed up with the Rainbow Group thanks to the campaign.