23red, Eden Project and The National Lottery Community Fund have launched the first in a series of pop-up events aimed at generating awareness and participation in The Big Lunch.
On the first weekend in June each year, more that 6 million people take part in The Big Lunch, an initiative that brings people together to share friendship, food and fun, so that neighbours can get to know one another and communities can thrive.
An idea from the Eden Project made possible by the National Lottery, The Big Lunch started in 2009. This year marks a step change in efforts to bring people closer together prompted by new research ‘Closing the Distance’ that shows how connections in the community layer are being lost.
23red was appointed by the Eden Project and The National Lottery Community Fund in January 2019 to conceptualise and deliver an experiential roadshow of pop-up events. Starting with this weekend’s event in London, five more pop-ups are scheduled to take place between now and May 4 in Cardiff, Glasgow, Liverpool, Belfast and Nottingham. They aim to raise awareness of what The Big Lunch is, and what they can look like, encouraging more people to host their own locally on June 1 and 2.
23red developed the concept of creating a miniature village, The Little Land of Big Lunches, which represents a diverse range of Big Lunches based on six real case studies. To bring the land to life, the model villages include audio recordings of the case studies so that people can be inspired by their experiences and the lasting effects each of their Big Lunches had on them and their wider communities.
23red worked closely with event producers, Create. The events are fully branded and a mixture of staff and volunteers are on hand with inspiring ideas and encouraging people to sign up to receive a free organiser’s pack that will set them on their way to holding their own Big Lunch.
Emma Taylor, Business Director at 23red, said:
“23red were asked to provide strategic advice and expert support to develop a concept, determine the strategic approach and deliver an experiential roadshow ‘pop-up’ activity to drive awareness and participation in The Big Lunch. The Little Land of Big Lunches roadshow is designed to educate and support people who are interested in bringing their community together and giving them the confidence to do so. Ultimately, anyone can take part and we want to encourage as many people as possible to join this important and hugely rewarding cause.”
Jenny Olsen, Senior Head of Communications at The National Lottery Community Fund, said: “Thanks to National Lottery players we are able to support The Big Lunch in its drive to bring people and communities together. What we know is that when this happens, connections are made and great things happen. These pop-ups are a fantastic way of bringing this to life so that people can see the transformative effects for themselves.”
Peter Stewart, Eden Project Executive Director - Outreach and Development said: “The Little Land of Big Lunches is a lovely way to show in miniature how people everywhere can take the idea of The Big Lunch and make it happen where they live. These enchanting depictions represent a handful of real Big Lunches, a tiny sample of the 68,500 Big Lunches that took place last year when over 6 million people took part. We hope the pop-up activity conceived by 23red will help us spread joy even further, inspiring more Big Lunches on 1 & 2 June 2019.”
For more information about The Big Lunch visit: www.thebiglunch.com
Title/Project: The Big Lunch Pop-Up Events
Agency contact: Emma Taylor / Alex Ashford
Agency contact job title: Business Director / Account Director
Client name: Jenny Olsen & Lindsey Brummitt
Client job title: Senior Head of Communications at The National Lottery Community Fund & Programme Director at Eden Project Communities (respectively)
Copywriter: Ali Omar
Art director: Daryll Ali
Planner/CSU Director: Kate Brennan Rhodes
Designer: Rob Garner
Production Company: Create
About Eden Project
The Big Lunch is an idea from the Eden Project, an educational charity and social enterprise based in Cornwall that aims to connect people with one another and the natural world to explore a better future.
About The National Lottery Community Fund
We are the largest community funder in the UK – we’re proud to award money raised by National Lottery players to communities across England, Scotland, Wales and Northern Ireland. Since June 2004, we have made over 200,000 grants and awarded over £9 billion to projects that have benefited millions of people.
We are passionate about funding great ideas that matter to communities and make a difference to people’s lives. At the heart of everything we do is the belief that when people are in the lead, communities thrive. Thanks to the support of National Lottery players, our funding is open to everyone. We’re privileged to be able to work with the smallest of local groups right up to UK-wide charities, enabling people and communities to bring their ambitions to life.
23red is the creative agency that gets people to do things. Because we know that getting people to do something (and do it now) is the most powerful way to make them feel and then think differently about your brand, a cause, or their own behaviour. We call it Do.Feel.Think.
This philosophy informs everything we do. It’s the foundation of our planning approach, it’s evident in the work we create, and it shines in the results we achieve.
Try it for yourself: smile, and you’ll feel happy. Instantly.
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