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 ncvoevents@ncvo.org.uk.

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?