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POSTED 25.9.2017

Helping the National Lottery tell its Good Causes stories

StoryLab was commissioned by the National Lottery to help it mark its 30th anniversary — with a brief to source and create quality content around the Good Causes it has funded over three decades.

Since 1987, an incredible €5 billion has been raised for thousands of organisations, individuals, clubs and projects in the areas of health, sport, education, arts, heritage and culture through National Lottery sales.

The National Lottery wanted to remind Irish people of the special contribution it is making to Irish life by sourcing and telling some of those life-changing Good Causes stories.

If you’re not in, you can’t win — so our team of creatives got to work — spinning that big lottery wheel and sniffing out the best and most interesting stories and projects.

We sifted through thousands of entries for every county in Ireland, interviewed the people behind the projects and then worked with our photographic and video partners to visualise the content.

The result was a suite of heart-warming stories – 52 in total or two per county – that revealed the background to a host of fascinating projects across Ireland.

The stories covered history, culture, sport, community and heritage.

According to National Lottery PR and Corporate Communications manager Miriam Donohoe:

“Through meticulous research, StoryLab uncovered touching stories, which were beautifully written and delivered to deadline.”

The ready-to-go content is currently being rolled out to national and regional media with the supporting photography and video assets.

Measurement of the campaign shows that the numbers really came up — the content has resonated and engaged audiences on a massive scale — with widespread media use of the material by national and local media. There was even an eight-page pull-out in the Irish Daily Star.

The campaign has helped to drive crucial awareness of Good Causes investment and National Lottery input. “So successful was the project and the pick up on these stories in the media that we will be repeating this exercise with StoryLab again,” added Ms Donohoe.