Trending PR Campaigns
Local Retail Champions: £10bn for Good Causes
Allwyn UK marked the £10 billion raised for National Lottery Good Causes by independent retailers with its Local Retail Champions campaign. It sent athletes and well-known faces to surprise three shopkeepers, then took them to meet local projects supported by Lottery funding—turning a record-breaking figure into stories about the people and communities behind it.
Why it worked: A hard milestone (£10bn) plus localised leaderboards and celebrity beneficiaries turned abstract impact into verifiable, human, place-based news.
The lesson: Consider pairing a big, credible number with hyper-local rankings and a beneficiary surprise visit to create ready-made regional angles.
Coverage over time
How this story spread across the media