Making volunteering vital.

The New Zealand Fire Service (NZFS) faced a critical crossroads. They needed to bolster their volunteer numbers and build a more inclusive force. To understand the motivations behind volunteerism, we delved into the "why."  What drives people to give up their time? The answers were varied, ranging from a deep sense of community responsibility ("If not me, who?") to the desire for camaraderie and belonging.

A significant hurdle was the public's perception that volunteering required a huge time commitment. We tackled this head-on by showcasing real volunteer stories. These stories demonstrated how volunteering seamlessly integrates into busy lives, dispelling the myth of overwhelming time demands.

Crafting a compelling campaign involved a two-pronged approach. First, we used visuals and narratives to depict the challenges NZFS faced without sufficient volunteers. This highlighted the "pain point" and its impact. Following this, we offered solutions. We emphasised that people could remain true to their professions while volunteering on the side. We simplified the recruitment process, making it an easy choice to join.

To maximise impact, the campaign wasn't just for national media placement. We designed it for local adoption as well. We created "volunteer recruitment kits" tailored for individual brigades. These kits empowered them to actively drive volunteer recruitment efforts within their own communities.

This multi-layered approach provided NZFS with the tools and messaging needed to address volunteer shortages and build a more inclusive fire service.