SAUCE, the creative agency, has launched its first campaign, a TV campaign for Meals on Wheels South Australia. The campaign aims to recruit volunteers to deliver meals and provide social connection to seniors. The campaign emphasises the impact of volunteers and encourages the audience to 'Keep the Wheels Turning'.

The campaign includes a TVC, radio, bus backs, and tactical collateral. It utilises the circular devices of the Meals on Wheels logo, meals, and wheels, to bring a contemporary style to the not-for-profit organisation. The campaign aims to address the significant decline in volunteer numbers across Australia's organisations, with as little as 40% recommending the role following the COVID pandemic. The campaign works to break down barriers faced by potential volunteers by showcasing the fun and rewarding experience of volunteering with Meals on Wheels.

"Meals on Wheels is a fantastic organisation providing invaluable support to a large and growing segment of the community. They rely on volunteers to deliver this service, so this is a call to arms to South Australians to get involved," said Tom Ootes, SAUCE Managing Director.

"We wanted to show the great impact that volunteering has, and how it provides a sense of meaning and purpose," added David Ormston, Co-Creative Director at SAUCE. The Creative Agency.

Ormston further highlighted the social aspect of the service, "It’s not the meals alone that the customers get out of it, they really value the social aspect from the volunteer."

"We wanted to build on the success of the previous ‘Not Slowing Down’ campaign and create a visually distinctive narrative that would resonate with our audience," said Michael Gagliardi, Co-Creative Director at SAUCE. The Creative Agency.

"To be able to work with Meals on Wheels to help recruit much needed volunteers is an incredible privilege," expressed Adele Gibb, Managing Director at Global Media Buying Agency Carat.