National Lottery - Driving Award Nominations

Challenge:

During the cost-of-living crisis, the demand for local charities and community initiatives in Britain surged, with limited resources to cope with the increased usage. The challenge for Be Broadcast was to highlight the significant increase in demand, provide support to these local initiatives, and shine a light on the National Lottery Awards nominations for inspirational people and projects doing extraordinary things with National Lottery funding.

Action:

The National Lottery Awards, in collaboration with Be Broadcast, launched a campaign to call for nominations.

Samantha Womack, former EastEnders actress and UK Eurovision entrant, joined the campaign as an ambassador. Interviews were conducted with Samantha Womack at Yes To Life, an integrative cancer charity supported by the National Lottery and her choice for nomination. Samantha shared her own personal story and experiences with breast cancer, driving discussion ahead of Eurovision and raising awareness about the National Lottery Awards.

 

Results:

The campaign received extensive media coverage, including features on Good Morning Britain and ITV National News.

  • Media coverage: Regional titles extensively covered the campaign such as BBC Cambridgeshire/ Derby/ Devon/ Channel Islands /Kent/Leeds/Newcastle/Three Counties, Gateway, Gaydio Breakfast Show, ITV Central West/Granada/London /Meridian South Coast/ Tyne Tees North/Ulster/Wales/Yorkshire West/ Evening News & Regional Output, ITV1 Anglia East/ Anglia West/Border/Central Cast/Central East/ Meridian Fast/ Meridian East/ Westcountry E,/ITV1 Westcountry W/Yorkshire East, STV Central East/ Central West/ North, /Tayside, Virgin Radio, BRO Radio, Diverse FM, WCR, Apple, K107, and K107 S
  • Social Media: Multiple channels featured the campaign, resulting in a significant reach and exposure.
  • Yes to Life: The interviews with Samantha Womack at Yes To Life showcased the importance of the charity and its impact on the lives of cancer patients. The combined media coverage and interviews generated widespread exposure for Yes To Life, shining a light on the charity’s work and the significance of National Lottery funding.
  • Nominations: The campaign successfully raised awareness about the National Lottery Awards, resulting in a record number of nominations.

These media deliverables demonstrated the success of the campaign in raising awareness and support for local initiatives, as well as highlighting the crucial role of the National Lottery Awards in recognising and funding projects that make a difference in communities across the UK.

Read the Be Broadcast campaign for Just Giving, and see how it highlighted the importance of community action.