As one of the largest volunteering charities in the UK, Royal Voluntary Service supports thousands of people each month in hospitals and in the community. And to mark its 80th anniversary celebrations Third City was tasked with designing a campaign to shine a spotlight on the hundreds of lunch club volunteers who gift their time to serve older people.
Our campaign ‘Cooking for a Crowd’ centred on a tongue-in-cheek MasterChef style film in which sharp-tongued food critic William Sitwell visits a Royal Voluntary Service lunch club in Rickmansworth to enjoy and review a decadent home-cooked meal of shepherd’s pie and bread and butter pudding.
The film was seeded out through paid social and packaged up as news for media. We also reached out to relevant influencers to help propel the film further.
The results were impressive! We generated coverage in Waitrose Weekend, Mail On Sunday and Mail Online and to date the film has achieved a reach of 225k and 161k views across FaceBook with a significant uplift in people coming forward to become a volunteer for the charity.