The brief, which has been seen by PRWeek, outlines the requirement for an agency to provide comms services and a website for its ‘100 Day Remix’ campaign.
The campaign has been developed with the involvement of ex-gang members to give young people a positive outlet and ‘shift public consciousness through music and the positive contributions young people can make to society’.
It aims to offer ‘an alternative path to disenfranchised young people’ across the duration of the campaign.
The organisation will set up an alternative torch relay – a tour that will follow the Olympic torch but record young voices along the way.
The relay will end in a live music event featuring the recordings from the 100-day tour.
The brief suggests this tour will deliver a ‘peace message’ on the first anniversary of the UK riots.
The Big Lottery Fund has asked for agencies to present creative ideas to help promote its alternative torch relay, in order to encourage the UK’s young people to write lyrics and music to help ‘remix public opinion’.
The chosen agency will be charged with delivering strategic creative development of the campaign, brand positioning, strategic and crisis comms and social media services, as well as running the campaign’s website. The initiative is due to launch on 20 May.
The Big Lottery Fund is responsible for awarding 40 per cent of the money raised by The National Lottery for good causes to community programmes across the UK.
Since its launch in June 2004, the fund has awarded more than £3.6bn to UK community and charitable programmes.