Celebrities volunteer as part of 4Music charity partnership
4Music, the Box TV channel, has partnered vInspired, the national youth charity, to highlight the benefits of volunteering to young people, in a four-part series.
The Loveable Rogues: visit Battersea Dogs & Cats Home
'Taking Care of Summer' launches this month. It will feature celebrities embarking on volunteering projects across the UK. The partnership was negotiated directly and no agencies were involved.
Each episode will see a celebrity helping out at a different volunteering project.
'Made in Chelsea' stars Ollie and Cheska helped run the recycling at Latitude Festival, while TV presenter Will Best volunteered at the StreetGames Festival at the Queen Elizabeth Olympic Park.
The Loveable Rogues, a band that got to the final of 'Britain's Got Talent' last year, visit Battersea Dogs & Cats Home.
The series, created by Box TV's in-house production team, is the second cross-platform campaign in 4Music and vInspired's yearlong partnership to address youth unemployment in the UK.
The first campaign ran over Christmas 2012 and featured celebrities including the band Lawson, rapper Wretch 32 and Kiss radio breakfast show presenters Rickie and Melvin.
The series will be supported by social activity, including tweets from celebrities involved with the show and video clips on the official 4Music YouTube channel, which will be seeded across Facebook and Twitter.
Melissa Pine, the head of marketing at Box TV, said: "The combined brand clout of 4Music and vInspired has really helped us to transform the perception of volunteering from earnest do-gooding to a cool activity that could help boost employability.
"We're delighted that our original content has been successful in spreading the word about volunteering among young people and are looking forward to the next campaign."
'Taking Care of Summer' launches on Thursday 22 August on 4Music, part of the Bauer Media and Channel 4 joint venture Box TV.
This article was first published on mediaweek.co.uk
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