Goals and objectives
Bodø Red Cross faced a recruitment challenge. Many people believed that volunteering with the Red Cross required exceptional physical fitness, limiting interest to those who saw themselves as fit for rescue operations. However, the organization needed help across a wide range of services that were accessible to most people. The goal was to correct this misconception and show that anyone with compassion and a bit of time could contribute meaningfully.
The campaign aimed to recruit new volunteers for six specific areas:
- Second-hand store – Promoting reuse and social sustainability
- Rescue Corps – Emphasizing teamwork and life-saving efforts
- Visitation service – Fostering connection, friendship, and companionship
- “Borrow a Bodø Resident” – Encouraging inclusion and accessible community engagement
- Children’s Red Cross – Focusing on joy, togetherness, and mastery
- Fellesverket – Providing a safe and warm environment for youth
This was a classic call-to-action campaign designed to evoke emotion, build engagement, and ultimately recruit 50 new volunteers.
Surprising Insights
One surprising insight was the impact of tone and language. The campaign’s use of gentle, inclusive messaging resonated deeply with the audience, especially those who had never considered volunteering before. The emotional narrative helped redefine what it means to be a “rescuer,” expanding the concept to include anyone willing to offer time and empathy.