The National Lottery
National Lottery: Game Changers
Date
June, 2024
Client
The National Lottery
Category
Commercial
The result
Pieces of coverage
Reach
TV hits, including Loose Women
Challenge
As part of the National Lottery’s 30th anniversary, the Game Changers campaign was launched to celebrate 30 extraordinary individuals across the UK who have made significant contributions to their local communities over the past three decades. Working with acclaimed actress Adjoa Andoh as our spokesperson, BF media was tasked with driving nominations for the awards while raising awareness of the National Lottery’s transformative impact on the arts since its inception.
Broadcast PR strategy and activation
News generation and media sell-in
Research-led story development
Our Approach
To support this, we conducted research that highlighted the powerful role TV, film, and theatre play in shaping representation. Recognising the value of having Adjoa as our spokesperson, we strategically aligned media interviews with the release of the final episodes of Bridgerton Season 3 on Netflix to maximise interest and media traction.
The response to the campaign exceeded expectations. Our media day kicked off with the first interview at 7 AM and wrapped up at 6 PM—punctuated by a standout appearance on Loose Women’s iconic couch, demonstrating the high level of interest and engagement the campaign generated.
