The partnership was supported by a heavyweight media campaign, in order to drive awareness and encourage registration.Direct communication was established with potential volunteers via a dedicated website, phone, email and SMS throughout both the recruitment and volunteering phases.

Web platforms and popular social networks were used to engage the target audience, providing a platform for volunteers to talk about their experiences and encourage their friends to sign up.

A nationwide TV ad further helped increase awareness, focusing on real people with real volunteering experiences.Radio ads promoted RockCorps across mixed genre stations in London.A six episode TV series on T4 featured billed artists and PR interest was driven further through the artist’s full endorsement of the programme and their direct communication with both volunteers and key media. Print and outdoor media focused on the confirmation of Busta Rhymes as headline artist and the volunteering messaging.

The advertising and media campaign prompted over 341,000 web interactions and drove 23,000 people registered online to volunteer.

Research suggested the programme inspired volunteers:96% wanted to take part in RockCorps next year;82% wanted to do more for their communities.Key results amongst 16-24s:78% of volunteers said it had improved their opinion of the brand;55% of volunteers believed Orange understands young people; 38% of those aware of the concept were more likely to consider Orange when changing phone contracts.

Orange’s association with music almost tripled amongst the 16-24 set pre and post campaign.Orange RockCorps had a huge impact on those who got involved (and brand partners/industry representatives who heralded it as a new approach to sponsorship) but the real strength of the partnership is in increasing broader awareness; the people who see what it’s about and are inspired to think and act differently as a result.