It is the first time the charity, which has a volunteer workforce of more than 20,000 people, has targeted young people. It will use its Youth Forum scheme to engage with 16 to 24-year-olds and try to change the perception that volunteering is something only done by the older generation.
Youth media will be targeted to show that young people can contribute by giving their time to volunteer organisations.
The campaign will use case studies and testimonials from employers to demonstrate how volunteer experience can help with securing permanent jobs. It will also target employers and explain the workplace benefits young people gain through voluntary work.
The campaign is being funded by grants worth more than £563,000, awarded by youth volunteering charity V last month.