Embed Size (px)
DESCRIPTION
The Big Lunch is a very simple idea from the Eden Project. The aim is to get as many people as possible across the whole of the UK to have lunch with their neighbours annually on the first Sunday in June in a simple act of community, friendship and fun. Since starting in 2009, thousands of Big Lunches have taken place in all types of communities. In 2013, 3.65 million people took to their streets, gardens and community spaces for the fifth annual Big Lunch. The Big Lunch takes place annually on the first Sunday in June. In 2014 it was held on Sunday 1st June, in 2015 it will be Sunday 7th June. Find out more about the Evolve Conference from NCVO: http://www.ncvo.org.uk/training-and-events/evolve-conference
Citation preview
An Introduction to The Big Lunch
Campaign
NCVO Evolve Conference June 16th 2014
What is The Big Lunch?
• What: A simple idea from the Eden Project. To get as many people as possible across the UK to get-together with their neighbours on one day a year.
• When: The Big Lunch takes place annually on the first Sunday in June. In 2014 it was held on Sunday 1st June, in 2015 it will be Sunday 7th June.
• Who: 2009 – 750k 2014 - An estimated* 4 million people 2010 – 820k 2011 – 1.2 million 2012 – 8.5 million 2013 – 3.65 million
(Source: Annual nat rep attendance Survey 6500 people)
*2014 research in the field
It works:• Key to our annual campaign is the social impact research we
conduct each year. *
• 2013 research showed:– Big Lunches take place in all types of communities; just as many
lunches happen in deprived postcodes as in more affluent ones.
– 81% of participants felt closer to their neighbours as a result of The Big Lunch
– 94% say it brought different generations together
– 84% met new people at their Big Lunch
– Over 60% felt less isolated following their Big Lunch
– 84% report a positive long term impact on their community *2014 Research currently in the field
Big Lunch Team
• Led out of the Eden Project• Big Lunch staff in Cornwall, London, Cardiff,
Glasgow and Belfast.– Country managers vital to ensure relevance in
messaging in Celtic nations.• Network agency Golley Slater deliver PR
campaign
2014 Big Lunch Film
http://www.youtube.com/watch?v=un-ooSya828
Campaign Communications Overview
– PR– Social Marketing
• Organisational partnerships• Central and local government relations• Housing sector
– Direct communications• Materials• Website• E-newsletters• Social Media
Driving awareness and participation
Free Big Lunch Organiser Packswww.thebiglunch.com
Active social media feeds
PR
Grass Roots PR Campaign– National team: broadcast and national press– Regional activity co-ordinated from central ‘PR Hub’ in London– Executed by Golley Slater regional PR teams• Country Teams: Glasgow, Belfast, Cardiff• Six regional England teams
– Coverage on 1st Sunday in June is the simple part!– Bespoke regional micro campaigns ‘engineered’ to ensure
regional relevance January – May
2013 PR Film
Due to copyright infringement laws this film cannot be made public. If you are interested in seeing the film, please email us at [email protected].
2014 PR Theme – “Small Talk”
2014 PR Theme – “Small Talk” – Highlighting the value of making small talk with neighbours, whilst positioning The
Big Lunch as the vehicle for communities to come together. To raise awareness and drive registrations on www.thebiglunch.com
– Regional case studies: showcased Big Lunch neighbourhoods from across the country
– “Chattiest Streets are the happiest streets” Survey demonstrated that:- “In spite of small talk not coming naturally for many, two-thirds of people said it makes them feel happier and more connected with their community and for one in ten it was a lifeline.”
– Our Patron HRH the Duchess of Cornwall; “Take time to talk to your neighbours”
– Celebrity / Ambassador support
Small Talk activation in nations in 2014:In Wales: Derek “the weather” Brockway leant a hand
In NI: Cross community launch on Derry/Londonderry’s Peace Bridge
In Scotland: On-going support from Michelle McManus
England regions activation 2014:“Kids make thebest small talk”
Radio Days 2014
• In March Professor Tanya Byron took to the airwaves to discuss Small Talk, The Big Lunch and the importance of tackling isolation in communities.
• In May Tim Smit and an army of Big Lunchers were back on air for a second radio day as a final call to arms to get involved.
Social Marketing
Social Marketing• Utilising the power, trust and reach of partner organisations.• Enables us to reach different target audiences with our messaging • Over the past 6 years we have developed strategic partnerships with a
number of key organistations.• Achieve ‘Editorial’ messaging through a trusted source - at a
grassroots level. • Reciprocal communication: website content, e-newsletters, blogs,
events.• Joint PR activity• Minimal cost
Housing Associations• We work closely with contacts in the housing sector to ensure
messaging is relevant. • Work with organisations including Place Shapers, TPAS
Scotland, NHF, HACT, CIH.• Showcase the social benefits The Big Lunch can bring at
minimal cost. • Regular attendance at housing sector events.• Supply bespoke content for website, blogs and e-bulletins.
Local Government and Councils
• Promote The Big Lunch through local government e-bulletins, • Letters to CEOs and Council leaders • Supply promotional resources and social impact data• Work closely to supply editorial to industry titles, LCR Magazine
(NALC), The Clerk (SLCC), First Magazine (LGA) etc.• Event at Scottish Parliament – May 2014• Planning a similar event at Welsh Assembly in autumn.
Questions?
![FIXING LUNCH: RE-SOLVING A BIG PROBLEM [INBOUND 2014]](https://img.pdfslide.net/doc/110x75/55d54decbb61ebd1228b473c/fixing-lunch-re-solving-a-big-problem-inbound-2014.jpg)
