Equinox was commissioned by the Big Lottery Fund (BIG) in September 2009 to act as its retained PR agency in Wales. The first project delivered on behalf of BIG involved highlighting the impact of its £50 million New Opportunities for PE and Sport (NOPES) programme.
Since the programme’s launch in 2002, 190 separate projects across Wales received funding through NOPES to help develop a wide range of sports facilities for use by schools and local communities. An independent report into the impact of the grant funding showed how the programme had benefited people living in communities across Wales.
To deliver a high impact, strategic campaign, across all forms of online and offline media outlets, to celebrate and highlight the benefits of BIG’s investment and to show how its programme had helped change places for the better and improve lives.
Equinox launched an all-Wales Road Show, fronted by Olympic medallist, Jamie Baulch and a host of celebrities at six different school sports facilities supported by NOPES funding. Every day a road show was hosted by BIG in different media regions, starting in Cardiff and then leading on to Newport, Swansea, Powys, Wrexham and Anglesey.
High profile local celebrities including Swansea City’s Gary Monk, the Cardiff Blues and European Commonwealth boxer, Nathan Cleverly hosted coaching sessions with young people at each school. The aim was to highlight the impact of the investment and to show how sporting stars were helping to nurture talent further to BIG’s investment.
Each event was open to the media, including TV, radio and broadcast, with interviews offered up with BIG representatives, celebrities, teachers and young rising sport stars from the school.
The campaign secured coverage across a broad range of non Welsh and Welsh language media outlets, including:
Three national TV programmes, including ITV Wales news
A total of 17 national and regional radio stations
Wide-spread coverage in national, regional and local including features in the Western Mail Health Wales supplement.
Four social media campaigns across YouTube, Flickr, Twitter and Facebook.