Lotto: Activating the nation's game

This case study looks at a campaign from the UK National Lottery that gave players more chances to win and more often with the tagline '#PleaseNotThem: Play makes it possible'.

Lotto: Activating the nation's game


  • The UK National Lottery launched in 1994. Its purpose was, and remains, to generate money for Good Causes - funding people and projects across Sports, Arts, Community and Heritage. It has transformed many aspects of British national life, now raising over £34m a week for these causes, almost half as much money to Good Causes as Children In Need raises in an entire year. At launch, an astonishing 92% of UK adults played1for the first jackpot of £5.8m (equivalent to £9.77 million today). As with every similar lottery around the world, a...

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