Meals on Wheels Keeps the Wheels Turning in new volunteer recruitment campaign via SAUCE

A new TV campaign for Meals on Wheels South Australia is launching today via SAUCE, recruiting volunteers to help deliver a warm meal and social connection to thousands of seniors. Emphasising the impact this leaves on the customers, the creative identifies the importance of volunteers and asks audiences to help “Keep the Wheels Turning”.

“Meals on Wheels is a fantastic organisation providing invaluable support to a large and growing segment of the community. They rely on volunteers to deliver this service, so this is a call to arms to South Australians to get involved,” says SAUCE Managing Director Tom Ootes.

“We wanted to show the great impact that volunteering has, and how it provides a sense of meaning and purpose,” says David Ormston, Co-Creative Director at SAUCE. The Creative Agency. “It’s not the meals alone that the customers get out of it, they really value the social aspect from the volunteer.”

The TVC supports radio, bus backs and tactical collateral currently in market. While utilising the circular devices of their logo, the meals and the wheels, the visual direction brings an exciting contemporary style to the not-for-profit organisation.

“We wanted to build on the success of the previous ‘Not Slowing Down’ campaign and create a visually distinctive narrative that would resonate with our audience,” said Michael Gagliardi, Co-Creative Director at SAUCE. The Creative Agency. “The circular device became a key element in the creative, tying the entire campaign together.”

“To be able to work with Meals on Wheels to help recruit much needed volunteers is an incredible privilege,” says Adele Gibb Managing Director at Global Media Buying Agency Carat. “Our creative agency partner Sauce has made a campaign that really offers an important educational element to audiences who might be considering volunteering and don’t know where to start. Coupled with our strategic media campaign, we are hopeful this campaign will really help turn the dial for Meals on Wheels so it can continue its excellent work in the community.”

“Keep the Wheels Turning” aims to address the significant decline in volunteer numbers across Australia’s organisations with as little as 40% recommencing the role following the COVID pandemic. Research shows that many potential volunteers face barriers, such as uncertainty about the requirements and suitability for the role. The campaign works to break down these barriers by showcasing the fun and rewarding experience of volunteering with Meals on Wheels.

Play the radio ads below:

Client – Meals on Wheels SA
Marketing & Community Engagement Manager – Vicki Moll
Strategic Consultant – Tim Emery
Marketing Officer – Rhiannon Dyrynda

Agency – SAUCE. The Creative Agency
Managing Director – Tom Ootes
Creative Director – Michael Gagliardi
Creative Director – David Ormston
Senior Designer & Animator – Danilo Watanabe
Account Manager – Nathan Seyd

Production Company – PASSEL Media
Producer – Adam Camporeale
Director – Stephen Packer
Production Assistant – Ben Golotta
DOP – Emerson Hoskin
1st AC – Ella Burton
Gaffer – Nic Datson
Art Department – Fraser Whitehead
Hair & Makeup – Adele Shearwin
Photographer – Mike Smith
Photographer Assistant – Richard Wright

Post-Production
Editor – Stephen Packer
Sound – Seeing Sounds (Scott Illingworth)
Colour – Post Lab
Colourist – Nicholas Hower

Media Agency – Carat