The heart of Meals on Wheels lies with its volunteers. Unfortunately, the Covid pandemic saw a significant decrease in volunteering, with only 40% re-commencing after the event. Following the success of our ‘Not Slowing Down’ campaign, we set out on a mission to drive awareness and increase new volunteer enquiries.

Meals on Wheels has a high brand awareness for its category, but there were barriers for volunteers - they were unsure of the requirements, didn’t think they were suitable for the role, or simply, they had never been asked. We wanted to show the great impact that volunteering has, and how it provides a sense of meaning and purpose.

Basing the idea around the circular devices of their logo, the meals and the wheels, we crafted a campaign that was visually intriguing while delivering a key message - that volunteering is what keeps the wheels turning.

In only a short time in the market, Meals on Wheels received an uptake in quality enquiries for volunteering, and have been enjoying overall positive market feedback.