Samsung gives over giant Piccadilly Circus ad display to support National Volunteers’ Week

David Murphy

Samsung Electronics has partnered with volunteering platform Do It to showcase Britain’s most quirky volunteering projects on Europe’s largest advertising display.

From today, the iconic display at London’s Piccadilly Circus will replace Samsung ads with interactive content that brings the opportunities to life, helping to drive engagement and sign ups.

Running throughout National Volunteers’ Week (June 1-7), the takeover is part of a wider campaign that aims to break the stigma among young adults about volunteering being seen as uncool or an activity for older people.

Eye-catching DOOH ads are beamed onto the screen, spotlighting roles such as Puppy Parent, Confidence Coach and Swimming Buddy. The ads also feature scannable QR codes so passers-by can instantly get more information and learn how to sign up.

In partnership with DoIt, the cross-channel campaign – conceived by Ketchum London – also sees Samsung devote its Instagram Stories and LinkedIn feeds to promoting the good causes.

“We want to help inspire people to volunteer because we know the huge difference it can make, but we know this sector is facing a shortage of helpers right now,” said Ashrita Seshadri, Head of Brand Marketing at Samsung UK. “By donating our OOH at such an iconic Central London location, alongside our supporting social media and PR activity, we want to engage young adults across the nation and help them discover unique volunteering roles to try – encouraging them to live our brand ethos of Do What You Can’t in a really practical way.”

There’s more information on the campaign at the Samsung KX content hub.

Anyone looking to get involved can also head to the Volunteering Fair at Samsung KX on 17th June, where the charities involved in the campaign will be on hand to talk through their full offerings. Guests can also sign up on the spot for their dream role.