Mook, the creative digital consultancy, has created an online advertising campaign to promote, the only national database of volunteering opportunities in the UK. The campaign, funded by the Home Office Volunteering and Charitable Giving Unit launches on February 1st. It combines format creative, advertorial, SEM and a viral spoof to emphasise the career-enhancing benefits of volunteering to 16-25 year olds. The campaign will run on recruitment sites during February and was planned and bought by digital communications agency i-level.

Tom Adams, Communications Director at Mook says: “Research shows that young people are motivated by what volunteering can do for them, as well as other people. So we have been working with the idea of ‘helping yourself by helping others’ across several creative messages and formats. We are using a combination of rich media banners and advertorial, together with an innovative viral spoof, to get the message out that volunteering is not just for ‘ladies who lunch’: it can be the stepping stone to a better job. We are particularly excited about the viral execution, which targets young job seekers with a spoof government website endorsed by the Home Office.”

“This campaign is designed to raise awareness of the thousands of volunteering opportunities on the database. The creative targets young people with a message about enhancing their CV whilst helping others, and we are expecting a strong uptake thanks to some intelligent creative thinking by Mook – particularly on the viral campaign.” Added Fiona Battle, Head of Marketing and Communications at

If you require further information about Mook or their clients, images or interviews, please contact Karen Durham-Diggins on 020 8989 2541 or email

About Mook:

Mook is a creative digital consultancy, specializing in engaging communications for the youth, media and music markets. Passionate about graphic design and obsessed with interactivity, our continuing aim is to build strong, lasting relationships with our clients, which include Channel 4, Disney, The Football Association, MTV Networks Europe, Nickelodeon Europe, Sport England, The Sunday Times, the V&A and YouthNet.

About is the national volunteering database specifically designed to make finding a volunteering opportunity as easy as booking a cinema ticket online. Users can either type in their post code or search by category. These categories including animal welfare, working with children, the environment, sport and help with disabilities acts as a recruitment tool for all charities and continually strives to attract new volunteers as well as motivating existing ones. 

Published on: 12:00AM on 10th February 2005