Sports Funding: Athletes say big 'thank' you for funding

The National Lottery hired Fast Track to run a digital campaign to show how its £2.2bn funding was helping UK athletes to succeed and compete at London 2012 and in the Paralympic Games.

Thank you: Equestrian star Lauren Shannon was featured in the campaign
Thank you: Equestrian star Lauren Shannon was featured in the campaign

Campaign: The National Lottery Thank You Day
Client: The National Lottery
PR team: Fast Track
Timescale: May-June 2012
Budget: £4,000

Objectives

  • To build and engage the lottery's online community across Twitter
  • To reinforce the message that the lottery-playing public is contributing life-changing funding to athletes in the UK.

Strategy and plan

Fast Track asked all 1,200 funded athletes to tweet an image of themselves holding a 'thank you' sign. The images were released on the same day to make an impactful case to the public - that without their funding many would not be able to compete at the level they do. The team gained support from every Olympic and Paralympic sport. Athletes tweeted using the #thankyouday hashtag, making the campaign easier to track and measure.

Measurement and evaluation

The media were offered interviews with high-profile Olympians such as sailor Ben Ainslie and athlete Dai Greene. Coverage was generated in the Daily Mail, The Daily Telegraph, Daily Mirror, Daily Star and The Times, and on TalkSport, BBC Radio 5 Live and BBC Radio 2.

Results

On Monday 18 June, Thank You Day, 1,212 tweets were sent, with #thank-youday trending twice.

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