“WHATEVER YOU CAN DO – YOU CAN HELP.”

Volunteer Campaign for the Federal Office of Civil Protection and Disaster Assistance (BBK)

Task

Around 90 % of Germany’s civil protection operations rely on volunteers.
The BBK sought to strengthen volunteering, raise public awareness and attract new helpers.

Strategy

To highlight both the societal and personal value of volunteering, the campaign focused on authentic volunteers as testimonials within a 360° campaign.
At its heart: personal stories that make volunteering tangible and show its diversity.
Formats included a podcast series “Freiwillig busy”, high-reach influencer collaborations, a photo competition and continuous PR activities.
The claim “Whatever you can do – you can help” provided a low-threshold invitation to get involved – with special emphasis on underrepresented groups: women, people with disabilities, seniors and those with migration backgrounds.

Result

All KPIs were exceeded:
The website averaged 6,000 visitors per month, while ad flights on Google, Instagram, TikTok and YouTube reached 180 % of target, exceeding 2.5 million impressions.
Media partnerships with the German Journalists Service generated 5 million contacts overall.