Target Segment: Filipino internet users (ages 25-50).

Challenge: How might we increase net users' empathy and connection to beneficiaries to move them to volunteer? How might we increase perceived ease of engagement in volunteer opportunities to encourage more frequent micro-volunteering among net users?

BD Solution: AHA! BD designed two social media campaigns (Add to Heart / Tulong Sundays): a web page highlighting volunteer activities that take around an hour to do, and a web page highlighting activities they can sign up for with their friends/barkada. Both encourage sharing the volunteer call to friends.

Results: Exposure to and engagement with the first social media prototype led to higher instances of signing up to volunteer [F(1,44)=7.348, p=.010; R2=14.3%]; the second prototype led to sharing the call more often; 71.01% of participants invited their friends to volunteer.