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National Lottery ad campaign shines light on the £30m raised for Good Causes every week

The new campaign showed the staggering scale of support players generate for Good Cause projects, which equates to around £30 million each week.

Running across TV, radio, social, out of home, print and digital, the campaign kicked off with a 30” spot during Britain’s Got Talent on ITV, followed by further primetime ad slots – including during Channel 4’s Great British Bake Off and ITV’s Singapore Grip.

Working with the National Lottery distributors – The National Lottery Community Fund, Arts Council England and Sport England – the TV ad highlighted just what can be achieved with the £30 million raised for National Lottery Good Causes in one single week. From funding 20,000 community football teams, or supporting 30,000 veterans, to helping 900 local library projects, or training 1,000 new assistance dogs, National Lottery funding makes a life-changing difference.

Keith Moor, Chief Marketing Officer at Camelot, said: “We’re delighted to launch our latest National Lottery campaign which shines a light on the £30 million players raise for Good Causes each week. The idea behind the campaign was to connect play with purpose for National Lottery players, and to show the scale of the tangible impact that £30 million each week is having on Good Causes, people and communities right around the UK.

“We’ve focused on just what can be achieved in one single week with the funding players help to raise. National Lottery players have made the incredible numbers we see during the campaign possible, and we want to show them what amazing things they’re helping to make happen.

“With the TV ad – and the campaign as a whole – players can see the good that they’re doing by buying a National Lottery ticket, and in that way they can feel proud and connected to the projects across the country.”

The TV ad was created by adam&eveDDB, with media planning and buying done by Vizeum.