Orange wanted to encourage young people to give back to their community. Having teamed up with pro-social production company Rockcorps in 2008, it wanted to continue the partnership for 2009 but this time in collaboration with Sony Ericsson and Channel 4. Young people are again being encouraged to volunteer in community-based projects in return for concert tickets.
To get a feel for young people’s attitudes towards volunteering, Orange conducted a ‘Society Matters’ survey, via the top student website and the RockCorps site. 1,547 16-24 year olds responded providing Orange with valuable data with which to plan this year's campaign.
In return for doing 4 hours of voluntary work, participants will be rewarded with free tickets to see pop sensation Lady Gaga and N-Dubz. As an extra incentive to young people to get involved, the celebrities will also be participating in the projects.
The voluntary events, including the creation of a woodland retreat for residents of Tower Hamlets in London and regeneration projects around Moss Side in Manchester, will be broadcast on Channel 4 as part of its T4 summer schedule. After the London and Manchester concerts the RockCorps campaign will be rolled out to Paris.
Overall eight thousand Britons and five thousand Parisians will take part in up to 150 charity projects over the summer. Last year volunteers worked 20,000 hours at 55 projects, helping 41 charity partners. 96 percent of those who took part last year intend to volunteer on an Orange RockCorps project again, and 57 percent said they would volunteer for their local community without the incentive of a ticket.
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