Volunteering in Victoria is a $10 billion dollar business that injects vital labour into the economy. In 2010, however, Victoria was facing a serious volunteer shortage in the 18–34 age range. A shortage due to a widespread stigma towards the word ‘volunteer’ and its perceived attachment to ‘nannies’ and ‘hippies’.
For younger people, volunteering was seen as an imposition and something that older people do. But when rephrased as, ‘Can you spare a bit of time to help people by doing something you love?’ the response was almost universal. Their answer became the multi-channel focus of this campaign. ‘I CAN DO THAT.’