Big Lottery Fund.
Big Lottery Fund distributes profits from the United Kingdom National Lottery to appropriate causes and projects – in total £630 million since 1997. We have worked in partnership since 1998 as a change, brand, internal and external communications partner helping the nation understand the value of lottery good causes.
Transforming lives… one Big ticket at a time.
72% of people trust Big.
Audience.
Families in deprived areas rely on community groups, such as Youth Matters in Sunderland, to provide after-school activities for children. and while helpers give their time for free, venues and materials need funding.
Challenge.
This is where a Big Lottery Fund grant can make the difference between success and failure. The client needed to develop a name and identity for the new organisation and enhance change communications within the newly formed organisation.
Insight.
Every time you buy a lottery ticket 14p goes to do a little bit of good. Our insights into the huge impact of this cash are behind the brand image and messages we’ve created for Big Lottery since day one, which has resulted in the rapid rise of grants due to public trust in the brand.
Result.
"The Team’s naming and brand solutions were bold and confident and hit the right chord not only with grant recipients and the general public but also with our diverse stakeholders and staff. We quickly benefited in both media profile and staff commitment." Linda Quinn, Big Lottery Fund.
Now I really can enjoy my local park.
An increase of 55% in funding applications in one year.
Audience.
Wherever you live, knowing that you’re not alone is as important as privacy. Indeed, shared spaces such as parks and public facilities like libraries are the touchstone for communities. These are places where people can get together, access resources, share ideas and socialise. As such, improvements are never redundant – but how often do we get the chance to choose them?
Challenge.
As part of its 50th birthday in 2005, ITV invited The Big Lottery Fund to help its viewers’ communities by offering grants of up to £50,000 to public facilities across the UK. Having decided that the beneficiaries of this scheme would be dictated by a public contest run through ITV, the next step was clear: how could it be promoted?
Insight.
Following discussions with both parties involved, The Team developed ‘The People’s Millions’, which encompassed not only a brand name for the show, but a TV ident too. And by working with the broadcaster itself, we also created an array of promotional stunts that would communicate with their audience including the contest’s launch on the set of Coronation Street.
Result.
At the time, more than 1,100 organisations entered, over half of which had never previously applied. Following the initial award ceremony, in which £2.5 million was awarded to a variety of publicly designated causes, a further £4.7 million has been donated and shared amongst 139 bodies. This has changed the way in which Lottery funding is allocated.