Challenge
4BT (Fyra betydelsefulla timmar) brings volunteers and people with disabilities together in friendship and everyday activities. When they came to us, the activities were largely face-to-face: volunteers were recruited at events and meetings.
The obstacle to growth was not “one campaign” but the whole package: brand identity, communication, and digital visibility did not yet support recruitment. In addition, the age distribution of volunteers was skewed: most volunteers were aged 60+, even though many people looking for friendship were younger and wanted company and activities suited to their own age group.
- A clear brand and a voice of its own that feels human and equal
- Messages and content that normalize everyday life and build trust
- Online + social media + print, so that people of different ages and with different ways of participating can be included.
- Path supporting recruitment: interest → application → communication
When people understand what it’s all about and how it feels to participate, the threshold for joining in is lowered.
Solution: what UUDLY did
1. Thinking, workshops, and brand strategy
The work began with workshops involving staff and beneficiaries. We explored what 4BT stands for, what the new identity should feel like, and what was really holding back growth. The goal: to build a brand that also appeals to younger people while still respecting current members.
- Core message and values in practical language
- Target groups and barriers to recruitment
- The “tone” of the message: not helping, but meaningful encounters
2. Rebranding + website
We implemented the reform as a whole: clarifying the name to 4BT (easy to remember and use), creating a fresh and inviting look, and developing a website that makes the organization’s activities easy to understand and easy to get involved in.
- Brand identity and visual direction
- Website structure and user paths
- Texts and storytelling: people as they are
3. Multi-channel communication + ongoing support
We encouraged coordinators to change the way they talked about their activities and to keep the reform alive. Social media was introduced step by step, and printed materials were also produced for older members.
- Communication coaching and communication plan
- Content (images, videos, and stories) with ethical and privacy considerations
- Print + digital + social media to reach different target groups
Results
From late 2011 to early 2017, the impact was clear. Once the brand, communications, and channels were aligned, it became easier to get on board—and the right people found 4BT.
- 144 new volunteers
- The median age of volunteers fell from 60+ to 29 years.
- 55% of new volunteers were aged 25 or younger.
- The number of volunteer applications increased by 350%
The most important thing, however, was that the organization gained a sustainable foundation: its own voice and community structure that could grow in such a way that people remained at the center of attention. This also laid the groundwork for future projects.
Do you need more volunteers or a clearer message?
We help organizations and social actors communicate their work in a way that people find understandable and appealing. Often, just a few right steps make it easier to get started—and bring results.
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