ITV gets match fit for volunteering programme

ITV and sports charity Join In are partnering for the launch of a new campaign to encourage volunteering in local sport. It has set a target of generating interest in 100,000 new volunteers.

ITV says it want its Local Heroes campaign to inspire and empower viewers to get active and make a difference in their local communities.

Join In is partnering in order to connect viewers who register interest in volunteering with opportunities at local sports clubs in their local community.

Join In's research suggests that every volunteer allows 12 participants to enjoy community sport, so with a target of generating interest from a further 100,000 new volunteers, a boost of this kind could mean up to 1.2 million new participants involved in sport in their local clubs.

The campaign kicked off this week with a promotional trail starring England football legend Ian Wright. The promo will highlight the importance of volunteers within community sport and debuted during England's pre-World Cup friendly against Ecuador.

Sara Hanson, ITV's Head of Corporate Responsibility commented: “This summer ITV will be bringing some of the world's biggest sporting events into our homes, and we hope to channel some of that national pride and emotion into local community sports. Over the year we run a number of public campaigns linked to our programming or national events to encourage more viewers to make a difference. Our hope is that fantastic events like the World Cup will inspire viewers to get active and offer their help, so even more people can enjoy community sport - there is no better time to become an ITV Local Hero.”