Project Description

Legal Access Challenge

The Legal Access Challenge was a challenge prize from Nesta Challenges and the Solicitors Regulation Authority. It called on entrepreneurs and innovators to develop tech solutions to broaden access to the legal system in England and Wales.

Seven’s role was to raise awareness of the challenge prize with key audiences, in particular legal trade media and lawtech innovators. The campaign needed to establish Nesta Challenges’ credibility in legal space. We were challenged to carve out a distinctive position for Nesta Challenges with key audiences, set the challenge apart from other law tech initiatives, and to help drive entrants into the prize.

Our Approach

To provide us with ownable data that established Nesta Challenges’ expertise and ‘right to play’ in the legal space, we commissioned research about individual consumer and SME experience of the legal system in England and Wales.

• We made the research work hard – crafting the questionnaire to provide us with as much data as possible from a limited question set, cutting it in different ways for multiple stories. This helped us engage with key media early to build and maintain strong relationships.

• We hosted a pre-launch media briefing at The Shard with key journalists from national media and trade media. A public launch event for innovators and interested parties hosted at Nesta’s headquarters by BBC Legal Correspondent, Clive Coleman, attracted 103 attendees.

• Ongoing press releases at key moments and op-eds ensured we kept up momentum and remained front of mind with key journalists throughout the challenge and established Nesta Challenges as an authoritative voice in the legal innovation sector.

The Results

Throughout the challenge, an impressive 96 pieces of coverage were secured reaching a print circulation of 1.63 million and estimated online readership of 73.1 million. This included five pieces of national coverage including broadsheet titles, The Times and The Sunday Times.

High profile media coverage in nationals and key trades meant that a third (35%) of entrants heard about the Legal Access Challenge through media coverage (Nesta Challenges research).

The Legal Access Challenge secured 117 entries – far more than anticipated (the initial target was 40 entries). The success of the application phase allowed the SRA and Nesta Challenges to secure additional funding from the government to double the number of finalists, double the number of winners and double the prize fund to £500,000.

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