Samsung uses Europe’s largest ad display to break stigma on volunteering

Samsung Electronics Co., Ltd has partnered with DoIt to showcase Britain’s most quirky volunteering projects on Europe’s largest advertising display.

From today, this iconic display at London’s Piccadilly Circus will replace Samsung ads with interactive content that brings the opportunities to life, helping to drive engagement and sign ups.

Running throughout National Volunteers’ Week (June 1-7), the takeover is part of a wider campaign that aims to break the stigma among young adults about volunteering being seen as ‘uncool’ or ‘an activity for older people’1.

Eye-catching DOOH ads are beamed onto the screen, spotlighting roles such as Puppy Parent, Confidence Coach and Swimming Buddy.  The ads also feature scannable QR codes so passers-by can instantly get more information and learn how to sign up.

In partnership with volunteering platform DoIt, the cross-channel campaign – conceived by Ketchum London – also sees Samsung devote its Instagram Stories and LinkedIn feeds to promoting the good causes.

Ashrita Seshadri, head of brand marketing, Samsung UK, said: “We want to help inspire people to volunteer because we know the huge difference it can make, but we know this sector is facing a shortage of helpers right now.”

“By donating our OOH at such an iconic Central London location, alongside our supporting social media and PR activity, we want to engage young adults across the nation and help them discover unique volunteering roles to try – encouraging them to live our brand ethos of Do What You Can’t in a really practical way.”

George Grima, CEO and founder of DoIt, said: “We’re thrilled to be working with Samsung on this campaign, it provides a fantastic opportunity to promote our important volunteering roles in front of larger audiences than ever before.

“We hope that young adults will find a volunteering role that’s perfectly matched to their interests, as this will add enormous value to our network of communities across the UK and give their own wellbeing a boost in the process.”