Target Segment: Filipino Gen Z (ages 18-25).

Challenge: How might we increase perceptions of self-efficacy for online volunteering?

BD Solution: AHA! BD designed online solutions (It's A Match / Humans for Rights): a gamified quiz matching users to a possible role and advocacy based on their preferences, and a Twitter account showcasing stories of real-life volunteers. Both lead to a link nudging users to sign up as a volunteer.

Results: Quiz-ad exposure significantly related to signing up to volunteer [F(1,41)=5.152, p=.029; R2=9.0%]; Twitter-story exposure [F(1,41)=9.944, p=.003; R2=17.6%] and engagement [F(1,41)=5.108, p=.029; R2=8.9%] related to signing up; 8.8/10 likelihood to recommend; increased human rights knowledge among Gen Z.