Local Trust is a national charity that work to empower community action across the England through the Big Local projects. These are unique initiatives that put residents of 150 communities across the country in control of decisions about neighbourhoods, and subsequently their lives and their futures. The Big Local Programme was set up in 2011 and is funded by the National Lottery Community Fund, providing upwards of £1m to each Big Local area to use however they want to over 10-15 years. These 150 local communities have historically missed out on lottery and other funding. The Big Local programme is now in its final phase, with all areas contracted to have spent their funding by 2026.
As well as helping each Big Local thrive, Local Trust’s work on policy and advocacy highlight the importance of community leadership and calling for regional devolution. They call for a new focus in government policy on neighbourhoods, giving agency and opportunity to local people who know what is best for their community.
The challenge – 150 unique community stories
Our challenge was to showcase the breadth and depth of Big Local projects across diverse communities, to tell their stories at both a regional and national media level. With 150 communities involved, each with unique stories and challenges, our aim was to highlight compelling narratives that resonate with Local Trust’s mission of community leadership and regional empowerment.
Our approach – local stories with national impact
At the heart of our strategy was storytelling that captured the essence of community-driven change. We couldn’t do this without making the essential connections with the people who had been driving change in their communities. Whether that was a retired social worker who has been running their community Big Local for years, mums who wanted to connect with other parents to discuss important issues, a community dedicated to saving their local library or a local volunteer recently awarded a BEM, their commonality was the determination they have to improve their communities, often in their free time.
We delved into the unique journeys of the Big Local projects, and identified the need for regional media attention to raise awareness of the projects in their local areas, alongside national press that told the wider story of Local Trust’s impact and the need for neighbourhood change.
Leveraging our media relationships, we secured extensive coverage across broadcast, radio, print and online platforms. These efforts included:
- Feature ITV Tyne and Tees for a pensioner’s cycling club that aimed to tackle post-retirement loneliness in Gateshead, and a follow up BBC Radio interview a few weeks later for their incredible 100-kilometre bike ride.
- Inside cover of The Yorkshire Post revealing incredible imagery of Thurnscoe Big Local’s sell-out closing event, where a stunning art installation storytelling the history of Big Local took centre stage.
- ITV Meridian prime-time coverage of the volunteers that saved their community library down in North East Hastings.
- A lengthy 10 minutes of BBC Radio Northampton coverage for George Hill, Chair of KHL Big Local who has been awarded a BEM in The King’s Birthday Honours, as well as other BBC interviews with leaders driving change in their communities.
And more to come!
Results & impact – unveiling community stories with lasting reach
With coverage so far reaching 2.34 million views, an audience of 122 million and almost 20K engagements, our goal was to raise awareness and encourage local communities to engage with their Big Locals. After all, their Big Local is there to support them and they have a voice as much as anyone else in the community. Lack of previous media coverage in some areas may mean some people didn’t know what was on their doorstep.
For Lawrence O’Halleron, who has said Teams Wheelers – the cycle club in Gateshead – have ‘benefitted greatly from our support’ and wanted people of all ages to get out on their bikes with them and explore the toon. For North East Hastings library, coordinators said they wanted to make sure everyone in their area knew their library – and all the support they give – is accessible to all, especially since it had been closed in 2018.
As well as this, we have elevated general public knowledge for Local Trust through the widespread national coverage, getting the charity the recognition they deserve for their support of all 150 areas over the last 13 years.
We were delighted to have our contract extended with Local Trust, as this had given us the opportunity to continue giving Big Locals a voice and the attention they deserve.