ITV and The National Lottery with BOA and UK Sport: I Am Team GB

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

The big problem

Britain has a problem. Despite living in an Olympic-mad sporting powerhouse, almost half of us fail to meet medical guidelines on physical activity. Sedentary lifestyles are literally killing us1.

A string of missed opportunities

Every few years The Olympics fires up the Nation's enthusiasm for sport- but this enthusiasm doesn't convert into action. Even after a hugely successful London 2012, with massive infrastructure investment, Britons watched sport, but didn't take part.

In 2016, Rio's Olympics promised yet more nationwide enthusiasm for sport - and yet another missed opportunity to get Britain moving. Unless something different...

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