Oasis is a support center for people addicted to drugs or gambling or alcohol or the internet. They approached us with a need to create an awareness campaign aiming to gather more volunteers to help at the center.
The majority of awareness campaigns for becoming a volunteer in Greece, approach target audiences with an aim to cause feelings of guilt and empathy. This makes the idea of volunteering for such a cause, sometimes repulsive, since people tend to view and connect this act with negative and ugly situations that do not concern them.
The awareness campaign “I Do it” («το κάνω» in Greek) aims to change the perspective people have on volunteering and approach young target audiences (25-35). We want to show people the simple truth that giving to the community makes you feel better. In addition, personal contribution has an impact to the community and consequently to the individual member of said community.
The use of the simple tag line “I do it” which is completed with four different reasons to become a volunteer, gives to the campaign a personalized character. Tag lines read: "I do it because I can", "I do it because I contribute", "I do it because I care" and "I do it because I like it". The double meaning of the tag line creates a humoristic, youthful and fresh atmosphere and makes the act of volunteering more approachable and personal.
The design solution is a typographic approach combined with a speech bubble to create the feeling of a personal statement. The campaign is completed with photo shoots and personal statements of everyday people wearing the T-shirt with the logo. This contributes to the message that volunteering concerns everybody and anybody can contribute for his own personal reasons.