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.

de regenboog groep

Recruitment campaign: The Rainbow Group