LONDON: The UK's National Lottery has hired PrettyGreen to help it demonstrate its involvement in the legacy of the London 2012 Summer Olympic Games.
National Lottery Good Causes, its charitable arm, will work with PrettyGreen, which won the work following a pitch.
The four-month brief mandated the agency with highlighting Olympic volunteers, known as “Gamesmakers,” who continued to volunteer for National Lottery-funded good causes after the Games.
PrettyGreen joint MD Emma Grace will lead the work, with the support of an eight-strong team across production, PR, and digital.
“The strategy is focused on content creation, shining a spotlight on the Gamesmakers a year after London 2012, and celebrating the impact they continue to make to National Lottery-funded causes,” she said. “That's everything from volunteering at the Science Museum, to Stonehenge, to the Welsh Ambulance Service, to The Lowry arts center in Manchester.”
Planned activity will have a strong online presence, Grace said. The one-year anniversary will not be the main focus of the account but “likely to provide a natural news hook.”
Significant National Lottery funding went into the London 2012 Olympic Games, with £2.2 billion, or about $3.5 billion, pumped into the infrastructure of the Olympic Park. However, the Public Accounts Committee said in April that the volunteering spirit seen last summer risked “fizzling out.”
Meanwhile, the National Lottery Promotions Unit, which oversaw the appointment process for PrettyGreen, is also looking to hire an agency for a brief worth up to £250,000, or about $392,000, to promote the National Lottery more widely.
This story originally appeared on PRWeek UK, the sister publication of PRWeek at Haymarket Media.