Creating inspirational stories told from the heart

My Home Town

The National Lottery

The National Lottery wanted to create a series of short films that explored how National Lottery funding helped several athletes reach elite level in their sport, while also showcasing how the funding changes lives in their local communities in North East England.

The idea

Developed as part of the National Lottery’s wider PR Campaign for ‘My Home Town’, we produced, filmed and edited, five pilot promotional videos for use on social media.

These videos aim to improve public awareness of National Lottery funding in these areas. Each athlete draws attention to other National Lottery-funded causes in their local area, helping to raise awareness of the £39 billion that has been invested to date in more than 535,000 good causes since the National Lottery began 25 years ago.

What we delivered

We arranged a series of briefing calls with each athlete. This helped establish a rapport and enabled us to determine how best to engage them; but also helped us to learn about their interests and passions, so that we could work with the National Lottery team to identify a Lottery-funded project they could more easily connect with. Once matched with a project that suited them, we refined our approach athlete by athlete to include the community project in a way that suited their story.

In addition, our crew put the athletes at ease as many had never done any media before. We also adapted our kit for a multitude of different surroundings, ensuring it was lightweight and flexible enough to handle any manoeuvre while filming in a busy boxing gym, on a running track or traversing muddy forests.

The video below features Alnwick-born Team GB boxer Cyrus Pattinson revisiting his home town. Our approach and planning enabled us to craft a story that is personal to Cyrus while delivering key corporate messaging. We used similar tactics in all five videos, with athletes from gymnastics, swimming, athletics and the Paralympic club throw. You can watch more of them here.

The results

Designed for social media, telling the story effectively and briefly was critical without losing any of the Lottery’s key messaging. Upon launch, the films were the centrepiece of the National Lottery’s home page and an associated PR campaign.

We were hugely impressed by how Social Communications ‘got us’ and understood the complex environment in which we work. In addition, they combine creative flair by creating high quality and engaging content with meticulous attention to detail, thorough planning and structured and concise briefings. In addition, with their insight and expertise they added value in practically every contribution to the campaign.
Ruairi O’Kane
Head of Campaigns, National Lottery Promotions Unit