There’s a proven interest amongst 16-24 year-olds to volunteer, but not all of them have the means or knowledge of how to get involved.ORC’s ambition was to introduce young people to volunteering and motivate them to help their communities, by incentivising them through passion point: music.

An integrated cross-platform media and pr campaign was initiated aimed at increasing awareness, understanding and encouraging volunteer recruitment. 5000 volunteers completed over 20,000 hours of community work and were rewarded for their achievements with a once in a lifetime gig featuring some of the hottest names in music.

ORC had a huge impact on the 5000 volunteers: 78% said the experience improved their opinion of the brand.

55% believed Orange understands young peopleORC is a genuine proof point for ‘Together we can do more’:82% of respondents agreed that it demonstrates people can do more together then on their own.Orange’s association with music almost tripled amongst the 16-24 set. The real strength of the partnership is in increasing broader awareness and encouraging young people to think and act differently as a result: An astounding 96% want to get involved in RockCorps again next year.