#bored? Volunteer With Willing Hearts

Saatchi & Saatchi Singapore fights hunger with just one hashtag and a bunch of bored people.

Singapore - How do you convince busy people to volunteer? You don't. You look for people who have free time instead.

That's exactly what Saatchi & Saatchi Singapore did to help Willing Hearts, a volunteer-based organization that feeds the poor in Singapore.

On Twitter, people use hashtags to tell the world what they're feeling. So by searching for #BORED, Saatchi & Saatchi Singapore found people with so much free time, they're dying for something to do. The agency simply replied to their tweets and invited them to beat their boredom by volunteering.

"A lot of the people we found were bored out of their minds," said copywriter Paolo Agulto. "They were willing to volunteer just so they can do something."

The campaign got a 34% response rate. The tweets also reached local celebrities like Oli Pettigrew, Taya Rogers, and Donita Rose, who in turn asked their followers to volunteer. This increased Willing Hearts volunteers from 35/day average to 50/day average, a 42.8% growth.

Now, more people will have decent meals to eat. All thanks to one hashtag and a bunch of bored people.


Executive Creative Director: Bruce Matchett
Creative Director: Jennie Morris
Copywriters: Paolo Agulto, Andrea Cid
Art Director: Cinzia Crociani
General Manager: Lionel Goh
Social Media Managers: Paolo Agulto, Andrea Cid
Traffic: Siti Muttalib
Agency Producer: Aldrin Teo
Production Team: Emoxis
Producer: Lee Hon Choo
Animator: JJ Tan
Audio Engineer: Johnson Zhang

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