Band & Brown has been briefed to promote the scheme to ethnic minorities and the young. It will also target deprived areas, positioning volunteering as an activity that gives people greater say in the running of their community.
The agency's planning director Fiona Longhurst said people would be encouraged to get involved in a number of ways.
'The COI is keen for people to become school governors and magistrates, but volunteering can be anything from running a local football team to helping out your neighbours,' she said. 'It can help social cohesion.'
The agency will run a national and consumer media campaign, and is also planning a live radio event in a yet-to-be-decided UK city.
The three-month campaign kicks off ahead of the launch of a government-backed volunteering charity in April, and echoes calls from both the Government and the opposition for people to take more interest in their neighbourhoods.
B&B has previously been appointed by the COI to work on projects for the Department for Education and Skills and the Department for Work and Pensions.