Ogilvy & Mather has won the National Lottery Charities Board account to promote the “Awards for All” scheme, which gives community groups a one-stop-shop to apply for small Lottery grants.
O&M pitched against Bartle Bogle Hegarty and Leagas Delaney for the account.
The agency will launch a campaign in the new year to support the scheme, which is being test-launched on November 18 in the East Midlands. If successful it will be rolled out across the UK in the spring. The initiative has already been tested in Scotland.
The scheme is a joint venture between the Charities Board, the Heritage Lottery Fund, the Arts Council and the Sports Council, and provides a central application point for grants between 500 and 5,000.
National Lottery Charities Board director of communications Paul Hensby says: “We want the public to be aware that there is a simple scheme which distributes Lottery funds to groups in which they may be involved.”
It is thought that the account will be worth only a few hundred thousand pounds initially, but it is likely to grow as the scheme expands.