Manulife seeks do-gooders

The financial services company is promoting volunteerism with a new two-year digital push.

Manulife Financial and non-profit Volunteer Canada are encouraging people to do good through a new two-year digital push featuring a “good-ometer” and a matching tool. 
Based on the concept “What do you want out of life?” online ads target youth, baby boomers, families and employer-supported volunteers. The ads tie in digital communications, with lines such as “How cool would it be to get this text?” with an image of a text message about volunteering. They drive to, which offers info, and visitors can link to to be matched with a volunteer opportunity by the Manulife Matching Tool. 
Manulife is also sponsoring the “Get Volunteering” Facebook page, honouring the 10th anniversary of the International Year of Volunteers and featuring an app to integrate the Matching Tool into the Facebook environment.
A Facebook app also invites Canadians to build a volunteer “good-ometer” to earn points for a $25 donation to one of six charities, and Manulife and Volunteer Canada will donate up to $10,000.
The campaign, which includes a TV spot, follows the release of the Manulife-commissioned “Bridging the Gap” study, which revealed significant gaps between the opportunities out there and the experiences volunteers are seeking.
Q Media Solutions developed the Matching Tool and, while Manifest Communications created, the Facebook app and TV spot.