Summary

A multi-channel strategic storytelling campaign championing extraordinary people in Wrexham and Flintshire who have benefited from National Lottery funding

Objectives

The National Lottery wanted to celebrate decades of changing lives through contributing millions of pounds to good causes in the Wrexham and Flintshire areas by launching a campaign championing local extraordinary people. Over the past 25 years, National Lottery has contributed nearly £101m to more than 4,600 good causes in the area:

  • Create a launch film and 6 hero films suitable for multi platforms covering the main areas of interest – arts, sport, heritage and community
  • Write case studies and press releases that could be picked up by local and national press and media
  • Create social media content to keep momentum through steady delivery and supporting the PR campaign
Results
  • The films reached 140K people (more than population of Wrexham county – 135k) on social channels with local influencers and journalists sharing the content
  • The launch film with local influencer Mike Williams reached 29K people on Facebook alone
  • The campaign was covered by The Sunday Times, BBC Radio Wales, BBC Cymru Fyw, The Leader, Daily Post, Wrexham.com and Deeside.com
  • Influencers, politicians and organisations including Mike Williams, Bethan Elfyn, David Hanson, Vic Studios, Andrew Atkinson, Podcast Pêl-Droed, Town Square and Spinalpedia engaged with our content
  • BBC Good Morning Wales featured one of our hero projects (Wrexham Football Collection) in a live interview with sports journalists Rob Phillips and Waynne Phillips and Steve Grenter, from Wrexham Museum on the day of a Wales football match against Trinidad and Tobago
  • The Daily Post wrote an in-depth and personal interview with the mother of two young girls living with a rare disease as part of the Rare Aware project
  • A post campaign research survey conducted by the National Lottery revealed that 25% of people in Wrexham and Flintshire had seen at least one if not more of the films during the two-month campaign
  • 44% of people associated the National Lottery with the phrase anything is possible, an increase of 14% from the survey pre-campaign
18
pieces of coverage
42
social media posts
140k
in social media reach
How we did it?

The National Lottery tasked us with creating exciting and innovative multi-channel content that would make heroes of everyday people who have benefited from National Lottery funding. This would start conversations and have a high impact in Wrexham and Flintshire, making Lottery players feel proud of their people and their place.

We teamed up with influencer and editor-in-chief of NME, Mike Williams, to create a launch film that would kick-off the campaign and create momentum along with press stories and social media content. The Wrexham born journalist featured in our short film where he visits old haunts and learns how National Lottery funded projects are providing changes and opportunities in the area.

Our carefully curated content covered four main areas of National Lottery funding including arts, sport, heritage and community and we worked closely with the National Lottery to select suitable projects for this campaign. It took us everywhere in Wrexham and Flintshire and the first film to be released was about Vic Studios, a community based social enterprise in Wrexham that aims to help young people build confidence, skills and prospects through music. The project has received around £10,000 of National Lottery funding and we interviewed local upcoming bands and Michael Harmina, who is no stranger to musical talents and started his career as a music lecturer before being appointed manager at Vic Studios.

Another film we launched as part of the campaign which featured in the Leader and Deeside.com was about wheelchair rugby team, Mold Dragons which aims to provide an inclusive game of rugby for all; disabled, able-bodied, male, female, no rugby experience or those thoroughly experienced in the game. Around £15,000 National Lottery funding through a Sport Wales development grant has helped make the club more accessible to new members.

We went along to their training session, filmed the squad behind the scenes and interviewed team member Bex Laing who has lost mobility in her legs and found joy in wheelchair rugby. The film was launched on multi-channels and reached 20.6K people on Facebook.

One of the hero stories we released towards the end of the campaign was about an inspirational lady called Rita Newman who lives in Flintshire and has been attending Arts from the Armchair workshops funded by the National Lottery. We went to visit Rita at one of the weekly creative sessions she attends, which helps people with early onset dementia and their carers. Our film followed Rita taking part in activities such as singing, painting and story writing and reached 26K people on Facebook.

Through 7 films, securing press coverage and creating innovative social media content, we got the people of Wrexham and Flintshire talking about the National Lottery.