What was the project all about?
In 2009, Honda launched a new hybrid car in the UK and wanted a way to engage local communities in meaningful environmental volunteering opportunities, in order to promote the environmental message. Honda wanted people to either test-drive the new car, or get involved in their local community through volunteering. Honda’s philosophy revolves around doing small things which make a big difference so they saw a partnership with YouthNet and Do-it as the perfect way to enhance their new campaign.
YouthNet provided a syndication feed of environmental volunteering opportunities from Do-it, YouthNet’s volunteering website. This was then replicated on more than 160 regional press micro-sites in advertorial form. Featuring the Do-it syndication feed on the microsites provided local communities with the opportunity to get involved with volunteering and make a difference to the environment. Alongside the feed, Honda promoted the new car and provided visitors with information on test-drives, signposting them to their nearest Honda dealership.
Partnership achievements
This campaign was an extremely positive and optimistic initiative helping the wider community to get involved with volunteering. It enhanced Honda’s campaign message of “Everyone wants to be Good”, demonstrating a real commitment to this cause.
As well as encouraging their customers to volunteer, 60 UK Honda staff also took a day out to help with three projects close to its headquarters in Berkshire. Over the day the team rejuvenated a nursery for people with learning disabilities and an allotment for people without gardens, as well as cleaning the depths of the Slough Canal Basin.
Emma Knight, who works for Honda (UK) and volunteered at Cherry Orchard Allotments said: “The team spirit was amazing. Everyone got stuck in, had a great laugh and thoroughly enjoyed giving something back to the local community. We all left with a great buzz and are still talking about it in the corridors. We can’t wait for the next time.”
