Cuso International wanted to launch a volunteer recruitment campaign to fill positions in Latin America.
2nd Generation Latin American Canadians, millennials
Research has shown that this target audience considers image and status as important, seeks fulfilling and challenging work, and is inclined to travel for life experiences.
The AV Answer
Sell the experience! Let the positive impact of volunteering abroad be the campaign attraction. We developed a campaign slogan that was a call to action at the same time. ‘Amaze Yourself‘ does not only appeal to the wanderlust for travel but also to the self-revelation volunteers unlock during their stay.
We developed a series of materials in English and Spanish that featured volunteers in their work capacity and moment of self-amazement.