In order to challenge the notion of 'expected' skills and interests, we took our message to the places where 'unexpected' skills and interests could be found - using media as part of the message.Each execution in the campaign targets an impressive demonstration of a skill or an area of interest. For example: "Whoever did this, see STAND A1: VSO – teaching graphics in Ghana", pointing to a beautiful bit of graffiti. The communication is summed up with the promise: "You’ll find your place in the volunteering world." Interested readers were invited to attend Volunteering World and/or respond via telephone and the Internet.

Met the attendance target. Reduced the cost per attendee by 15% (from 2001). 60% of those surveyed said that they would volunteer within the next six months (against a target of 50%).Specifically, there was a much higher than expected attendance from two difficult to reach targets: attendees with business or management backgrounds and attendees from the 35–49 age range.According to the client, "Volunteering World was a great success in terms of both the quality and quantity of applicants."