Broadcaster STV launches its Local Lifeline initiative, an extension of STV’s successful Growth Fund, which will support local businesses and charities impacted by the coronavirus pandemic by providing free on-air and online advertising.
STV has committed £1m of airtime to charities and businesses who are working tirelessly to sustain their organisations whilst helping the most vulnerable in our communities.
The campaign will celebrate local businesses which are permitted to be open at this time and are adapting and innovating to help others whilst they are unable to operate their usual service. In addition, STV is working closely with the STV Children’s Appeal to identify community charities which would benefit from TV exposure to tell their stories and help further their amazing work.
STV will produce the adverts free of charge and they’ll appear on TV, on the STV Player and on stv.tv. Each 30 second commercial will be bespoke to the business or charity’s region, with multiple organisations featuring across the country. Ads will be scheduled across the STV schedule throughout the day to maximise their impact and reach.
The campaign goes live on 31 March and will kick off with a range of community business and charity heroes, all doing their bit.
In the central region:
- Glasgow Taxis and Coia’s Cafe teamed up to give free fish and chips to NHS staff
- Pillow Property Partners are arranging free accommodation for NHS workers
- Bernard Corrigan Fishmonger has donated 50kg of fresh haddock to a charitable food distributor.
- Isle of Harris Distillers and Essence of Harris have switched production to hand sanitizer and are distributing this free across Harris and Lewis
- Tulloch Homes have sponsored the Inverness Foodbank delivery service
- Instant Neighbour have been delivering food parcels to those in need.
Simon Pitts, CEO of STV, said: “These are hugely challenging times and no one is untouched by this crisis – but some are affected more than others. The Local Lifeline campaign recognises and celebrates those community heroes who are thinking creatively to help others, and the charities who are working tirelessly to help the most vulnerable across the country.”
“These charities and small businesses would never normally access TV advertising but we believe their actions should be recognised across the country. We want to use the massive reach that we have to help share their stories with millions of viewers, outlining how people can help and inspiring others in these difficult times. It is our intention to share over 100 stories of resilience, innovation and community kindness on STV over the next few weeks.”
Watch the first set of adverts featuring Scotland’s local heroes:
In the central region: https://vimeo.com/402479927
In the north: https://vimeo.com/402480097