The Challenge
The National Lottery wanted to celebrate its 30th anniversary by showcasing three decades of impact across heritage, community, arts, and sports projects. With over £50 billion raised for good causes and £30 million generated weekly by players, the challenge was to highlight these achievements while reaching diverse audiences across the UK.
Our Strategy
A series of targeted campaigns were created to amplify the 30th anniversary celebrations, including the “30 Game Changing Moments” photography exhibition at the National Portrait Gallery. Our team travelled across the UK, conducting interviews at iconic locations like the Science Museum, Whitby Abbey, and the V&A Museum. Leveraging our deep media expertise, we prioritised one-on-one interviews with key spokespeople and produced high-quality B-Roll and pre-recorded audio for local commercial radio networks. We also collaborated with high-profile names like Clare Balding, Max Whitlock, Michael Sheen, and Tony Robinson to bring the stories to life.
The Results
The campaign resulted in widespread positive media coverage, including coverage on BBC Breakfast, Sky News, Sky Sports News, ITV daytime shows (Loose Women and GMB), as well as multiple regional BBC stations. The storytelling featured winners like Frances Connolly, who donated over half of her £114 million winnings to charity, alongside the incredible impact of National Lottery funding on communities across the UK.
Making an Impact
The campaign celebrated 30 years of The National Lottery, connecting with audiences across the UK and highlighting the impact of its funding. It reminded people of the positive change The National Lottery has brought to everyday lives over the past three decades.
Meet the Team
Client Team
