The National Lottery has unveiled the second film in its content partnership with Jungle Creations' new creative agency, The Wild. As part of its 25th birthday celebrations, the films raise awareness to the various projects the National Lottery organises for 16-25 year-olds.
As part of the collaboration, 'The Wild' has created an original two-part docu-series, three social videos as well as a number of articles which draws attention to the £30m a week that the National Lottery donates as part of its Good Causes initiative.
The first film in the docu-series entitled 'Project Celt' was released at the beginning of April. It follows the young woman Beth Lewis who suffers from apert syndome. In the film, she talks about her experiences of bullying and low self-esteem, and how through Good Causes, she got involved with Project Celt - a centre for equine therapy.
Following on from the first film, the second in the series is titled ‘From Peckham to Podium’ and follows the 18-year-old BMX rider, Kye Whyte, who is training for the Tokyo 2020 Olympics in the hopes of becoming a member of Team GB.
Born and raised in Peckham, Whyte started BMXing at the age of six and with the support and sacrifices his parents have made he has since won nine British Championships and six national championships.
The film shows how Whyte is able to train full-time as a result of National Lottery funding.
Discussing the campaign, Jonathan Tuchner, director at the National Lottery Promotions Unit, said: “Since its launch 25 years ago, The National Lottery has changed lives the length and breadth of the UK, raising almost £39bn for good causes and awarding grants to more than 535,000 individual projects.
“We are delighted to be working with The Wild on this partnership to showcase the extraordinary projects to a key demographic of 18-34-year olds. We were looking to create a dynamic and innovative campaign and The Wild presented a mini-documentary format which placed the National Lottery right at the heart of UK culture."
Adding to this, Dylan Davenport managing director of The Wild, said: “The National Lottery does so many amazing things and this was our chance to shine a light on them. The stories of Beth and Kye are truly inspirational, and I’m beyond proud that The Wild, as our first project as a new agency, were able to bring them to life through these documentaries.”