Junction49
Campaign message: "Shared ideas. Collective action....Whether you want to do something big or small, everyday or extraordinary, to improve your community or change the world, we'll do all we can to ensure your ideas are turned into realities."
Aim: To inspire and engage a new generation of volunteers and enable 16-25 year olds to change the things they want in the ways they want by supporting them to make their ideas a reality. The site also provides young people with links to ready made volunteering opportunities and link up with like minded people and inspiring organisations.
Number of people involved: Approx. 6 (TimeBank IT and communications team)
Launched: September 2007
Campaign description: TimeBank created www.Junction49.co.uk, as a place for young people to get involved with volunteering and set up their own community projects. Site visitors can visit the "Caves of burning issues" and get help with their own community project idea in the "Chapel of Change". There's also a "Store of Actions" packed with "ready-made opportunities to take action".
TimeBank took Junction49 to its database of 16-25 year olds with a teaser email that directed people to the Facebook page of a character from the site. This was followed by a launch email around 2 weeks later.
Junction49 was then launched at 15 fresher’s fairs across the country. TimeBank gave away freebies and had an actress dressed as a character from the site to create interest in the stalls. This will be followed up with activities to sustain Junction49’s presence at those universities throughout the year including, for example, Facebook flyers on university networks, beer mats and information packs for careers service staff.
TimeBank will use online networking, Google adwords and search engine optimisation to drive traffic to the site. The static elements of Junction49 (non-user generated) avoid the use of the word ‘volunteer’; instead they talk about "taking action".
PR work: PR to student and local newspapers was a key part of the launch activity around fresher’s fairs. Photos of the actress at the fairs were uploaded to her character’s Facebook page to keep it alive. TimeBank will also launch a competition, offering a cash prize and the chance to ‘become’ other characters from Junction49, blogging as them and having an active presence on social networking sites.
TimeBank is inviting external organisations to have a profile on Junction49. Partners will be invited to host web chats on topical subjects, which will be promoted by placing features and listings in relevant media. TimeBank will also develop PR mechanics which can be followed over time and which will generate good photo opportunities.
Results: Junction49 launched in October 2007 and results of the campaign are not yet available. TimeBank are aware that on social network websites (like Junction49) 90% of site users are inactive, lurking on the site as spectators. 9% make a post or get involved on the site every now and then. 1% are committed, frequent, active users.
Contact: Madeline Willis www.TimeBank.org.uk
