Online job board Monster.co.uk’s Thank You Campaign is picking up speed with the help of Blur bassist Alex James and Paralympian Dame Sarah Storey both making public thank yous.
The emotive campaign encourages Britons to thank people who have made a difference to their lives and careers.
Using a range of channels, it will allow people to share and celebrate their experiences online, and encourage us all to help others.
The ‘Monster Thank You’ campaign is inspired by the Native American proverb that ‘it takes a thousand voices to tell a single story’ – that the story of your life is shaped by many more people than you alone.
Sinead Bunting, Monster’s Marketing Director for the UK and Ireland, said: “Monster helps people find better with great jobs and career advice, but we’re not the only ones that help. People’s careers are also shaped by friends, family, colleagues, bosses and even people they don’t know personally.
“Behind our jobseeker and employer websites are millions of stories of real people ‘finding better,’ be that by finding new jobs or employers finding key talent. Our campaign provides a platform for everyone to tell their story in a compelling and hopefully inspiring way.”
The Monster Thank You campaign will run online and via radio. At the campaign website, people can upload a thank you message or video which will then be shared with the person they want to thank. There is also an option to share the message socially to encourage others to follow suit.
Pre-roll capturing stories of real people are rolling out across YouTube, Facebook and Twitter, and video networks including: Be On, Specific, Media IQ and Google Display Network to drive people to the site.
Marketing spend with Global and Bauer Radio will complement online activity by increasing the total reach (estimated at 5 million people) and the emotional impact, with real people saying their thank you message to the nation. A selection of people who have uploaded messages to the site have been asked to share their thank you messages publically across Global’s network including: Capital, Heart, XFM, Kiss and Bauer.
Monster has also recruited celebrity faces to help raise awareness for the campaign including former Blur bassist, Alex James and British Para Olympic champion, Dame Sarah Storey.
The campaign is scheduled to run to the end of June.
The creative concept was devised by the in-house Monster marketing team and treatment was developed and executed by Group Brand, OMD devised the media buying strategy.