Allwyn
Local Retail Champions
Allwyn, which operates The National Lottery, had a figure worth shouting about: independent shops have now raised more than £10bn for good causes. BF Media was brought in to get that story heard, show where the money ends up, and secure 3 pieces of national coverage.
When an athlete wins Olympic gold, we hear about the coaches, the training and the sacrifices, but never the newsagent whose ticket sales helped pay for it all. We built the campaign around that gap, using Nicola Adams and Matt Weston to put the local shops behind the funding in the spotlight.
The Result
Pieces of Coverage
Pieces of National Coverage
Reach
The Corner Shop Behind the Gold
Independent shops have raised more than £10bn for good causes since 1994. Around 23p in every pound spent goes back out, funding more than 680,000 projects, from community gyms to the training behind British Olympic champions. Local shops don’t just back good causes. They help build gold medallists.
Matt Weston being from Kent gave the story a homely, local feel. Back home, Lottery money raised over the counter has backed both Matt on his way to Winter Olympic gold and a not-for-profit tackling food poverty. In West Yorkshire, it brought a women-only boxing gym back from flood damage with £250,000 of funding.
A good story also needs voices people recognise. Nicola Adams, who was backed by Lottery funding throughout her career, spoke about the gym and the local shops behind the funding. Double Winter Olympic champion and SPOTY shortlist favourite Matt Weston joined remotely from Kent. Both said the shops selling the tickets deserve far more credit than they get.
7 Million Heard the Story
The story delivered 77 pieces of coverage and a reach of more than 7 million, with national airtime on talkSPORT and stations across the UK picking it up. Nicola Adams and Matt Weston turned a £10bn statistic into a story about the shops on every high street, and put the people behind the counter in the headlines.
