Camelot has today announced the launch of the second phase of ‘The National Lottery – Life Changing’ campaign. The multi-channel campaign demonstrates how National Lottery players have made a unique contribution to Great Britain’s athletes and London 2012, and is part of the overarching ‘National Lottery – Life Changing’ programme, which helps promote even greater public awareness and understanding of how UK society is benefiting from National Lottery funding.
Running across TV, press, PR, social and digital – as well as in over 29,000 National Lottery retail outlets – the campaign showcases the impact that National Lottery funding has had on Great Britain’s athletes and London 2012. The retail and press adverts show a selection of current Olympic and Paralympic athletes, all of which thank National Lottery players with a unique story as to how National Lottery funding has helped them individually. All adverts include the strapline: ‘No-one has contributed more to our athletes than you’.
The emotive new TV ad, which hits TV screens on Monday 11 June 2012, has been inspired by the stories of real-life 800m runner, Jenny Meadows, and her mother, Barbara Meadows. Barbara had aspirations of being a runner, but was never able to realise her dream due to lack of funding. Her daughter, thanks to the contribution of National Lottery players, is able to be the best she can be – highlighting the life-changing impact that National Lottery funding can have on British athletes.
The advert was shot on location in the North of England and the story is told from the point of view of Barbara’s character, looking back at her life and forward at her daughter’s.
Richard Bateson, Marketing Director at Camelot, said: “National Lottery Good Causes are at the heart of everything we do. Helping Great Britain’s athletes reach their full potential is one such good cause – and the new TV ad really brings to life the life-changing impact that funding can have. With only weeks to go until the start of London 2012, the new advert highlights the impact that National Lottery funding has had on Great Britain’s athletes – no one has contributed more to them than National Lottery players.
“But our athletes are just one beneficiary of National Lottery funding. Since 1994, our players have raised over £28 billion for National Lottery Good Causes, with more than 380,000 individual awards made across the UK. From small local grants to large capital projects, that’s an average of 124 lottery awards for every postcode in the UK. Without the fantastic support of National Lottery players, none of this would be possible.”
The TV advertisement was created for Camelot by AMV BBDO, with media handled by MPG and buying by OMD. The press ads, in-store and digital assets were created by Camelot’s own Creative Services Team. The TV advert will run from Monday 11 June 2012, via a 60” execution, until 13 July. For further information about National Lottery Good Causes, please visit: www.lotterygoodcauses.org.uk.