Project Linkage
Volunteer Driver Recruitment Campaign — A three-part social series to inspire volunteers to take action.
A clean, scannable poster graphic created for Instagram feed posts, highlighting urgency and a clear call-to-action.
Client Need
Project Linkage, a volunteer driver program within Metropolitan Family Service (MFS) in Portland, needed a recruitment campaign to address their ongoing driver shortage.
They wanted creative that would:
Clearly explain the scale of community impact — rides as lifelines for older adults and people with disabilities.
Provide easy, scannable entry points for volunteers (infographic and poster).
Use video storytelling to capture real voices and create an emotional hook.
Challenge
The campaign was developed under tight constraints: although the creative was completed on time, the client ultimately couldn’t onboard new volunteers due to internal operational limits.
That meant we needed to focus on making the assets evergreen — flexible enough to be reused later, once onboarding capacity returned.
On the production side, we also had to stitch together pre-existing footage with new material, rework scripts, and recruit friends for voiceovers — all while keeping tone consistent and timing aligned with brand colors and pacing.
Creative Direction
1. Instagram Carousel Infographic
Swipeable storytelling, designed to explain the scope of the problem and opportunity. Used bold illustrations, stats, and conversational tone to frame volunteering as impactful and urgently needed.
Caption:
Right now, more than 1,000 of our Portland neighbors rely on Project Linkage for essential rides. For many, this is their only way to reach medical care, food, and community.
Every ride is a lifeline — and we need more volunteer drivers to keep them going.
💙 Learn how you can help at the link in bio.
2. Recruitment Poster Graphic
A single, clean visual for feed posts and print handouts — balancing urgency (“help drive connection”) with a clear call-to-action.
Caption:
✨ Help drive connection.
Volunteer drivers make it possible for older adults and people with disabilities in Portland to get to the doctor, pick up groceries, and stay connected with their community. 🚐💙
Even a few hours a month can change someone’s day.
➡️ Sign up at mfspdx.org/drive or tap the link in our bio.
3. Recruitment Video
A stitched-together Reel combining existing b-roll, driver interviews, and new VO. I color-matched footage for cohesion, rewrote scripts to tighten messaging, and recorded custom narration with a friend to create emotional continuity.
Caption:
Even the smallest trip can change everything.
Every ride helps an older adult stay independent, connected, and cared for.
🚐 Volunteer with Project Linkage today: mfspdx.org/drive
Results
While the campaign did not go live due to client onboarding constraints, the assets are evergreen and ready to deploy once operations allow.
Delivered a complete multi-format recruitment toolkit (poster, carousel, and video) showing range across design, storytelling, and editing.
Demonstrated adaptability: editing disparate footage, aligning visual tone, and producing high-quality narration under resource constraints.