Brief
To drive awareness of The Health Lottery’s good causes and fundraising efforts at a national and regional level.
Strategy
To use case studies of the incredible people and places that have benefitted from The Health Lottery funding to drive widespread media interest and engagement in the organisation’s work.
Activation
Media interest in real life case studies / human interest stories has increased exponentially in the last few years. However, there is a real nack to this type of story-telling which our team of former journalists has perfected.
Working with the inhouse team at The Health Lottery, we trawled their archive of previous beneficiaries to identify stories aligned with current social issues - mental health, racism and inequality - that could be crafted into powerful packages for press. We then pitched the stories to media alongside eye-catching photography and interview time where possible.
Each story not only showcased THL’s good causes, but also illustrated the tangible impact of their fundraising efforts.
Results
Press Box secured over 50 pieces of attention-grabbing, thought-provoking case-study led coverage across radio, print and online press, both at a local and national level. Highlights included The Sun, The Mirror and BBC Essex.
Each article clearly demonstrated the great causes supported by the funds raised from people playing The Health Lottery, and over 50% of these articles provided a CTA to drive lottery ticket sales by linking through to the website to play.
