WRVS is attempting to combat its reputation as a women’s organisation and boost its male volunteer numbers by launching a campaign to recruit men.

The charity, which was set up during World War II to enable women to volunteer on the home front, has today launched what it is calling ‘manhunt’ following its own research which suggests that 3.2 million men intend to volunteer for good causes this year.

At present less than one-fifth of WRVS’s 40,000 volunteers are men and the charity is keen for male volunteers in particular to work with older men in the community, a significant number of whom admit to bearing feelings of loneliness.

The campaign begins today, and will encompass a men-only Twitter Q&A on 18 February.

Chief executive David McCullough said: “WRVS has had male volunteers since at least 1949, but with an ageing population we now need more men to join the charity to provide practical help and companionship to the older people we support.”

The charity - which reported a doubling of volunteer enquiries following last year's Olympic Games - is hoping to capitalise on the legacy of the 'Gamesmakers', and in particular a high male participation rate in that volunteering effort.