National Lottery Good Causes seeks agency for Brand Ambassador initiative

National Lottery Good Causes is reviewing bids from consumer PR agencies to promote its Brand Ambassador network, an initiative to get young people involved in Lottery-funded projects.

Ruairi O'Kane: "We want this initiative to help engage more young adults with the National Lottery funding story."
Ruairi O'Kane: "We want this initiative to help engage more young adults with the National Lottery funding story."

Each week the National Lottery donates £33m to good causes, supporting community projects across the UK. The brief is to get young people involved in these projects using social media, creating video blogs and having an input into the work of the Lottery.

The process is being overseen by National Lottery Promotions Unit media relations manager Ruairi O'Kane, who told PRWeek: "We want this initiative to help engage more young adults with the National Lottery funding story. For those who have experienced the life-changing impact of National Lottery funding already, we wish to make them want more; and for those who have not, for it help them to experience the impact for the first time.

"The Brand Ambassador network will be a two-way conversation between ourselves and our ambassadors that will help us communicate our good-cause message with young adults in their language, in their space and in their time."

It is the first time the network has called a pitch. An agency is expected to be appointed within weeks.

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