A Heartfelt TV Ad Campaign for a Local Cause

To raise vital funds and grow awareness, St Luke’s planned to launch a city-wide lottery, and so approached Hydra Creative to create a television advert that would help promote the initiative to Sheffield residents. The campaign needed to raise awareness of the lottery, inspire local support, and ultimately increase participation - all while reflecting the warmth, authenticity, and community spirit that St Luke’s embodies.

With a tight deadline and a strong desire for a genuine, heartfelt message, St Luke’s wanted an advert that felt personal, honest, and connected to the local community.

We began the project by hosting creative workshops with the team at St Luke’s, working collaboratively to shape a meaningful storyboard. From the outset, authenticity was central to the campaign’s creative direction. Rather than relying solely on professional actors, we worked with some of St Luke’s most passionate supporters, casting a blend of local talent and real individuals connected to the charity.

Filming took place over a single, meticulously-planned day, made possible thanks to the dedication of the production team and the generosity of the Sheffield community. Locations were chosen to reflect familiar local settings, helping to create a sense of home, belonging, and relatability. The result was a warm, emotionally resonant advert that celebrated the charity’s work and brought its mission to life on screen.

The final advert beautifully captured the core values of St Luke’s - care, compassion, and community. It resonated with viewers both emotionally and visually, raising awareness of the St Luke’s Lottery and encouraging more people to support the charity in a fun and engaging way.

The campaign has since launched across a variety of platforms, including broadcast television, digital channels, and even on buses, significantly broadening the reach of the St Luke’s message. It stands as a proud achievement for both the charity and the wider Sheffield community.