Creating inspirational stories told from the heart

The National Lottery – My Home Town

The National Lottery wanted to create six short films that explored how National Lottery funding helped six athletes reach elite level in their sport, while also showcasing how 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, six 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

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 six videos, with athletes from gymnastics, swimming, athletics and the Paralympic club throw. You can watch more of them here.

The results

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