New National Lottery ad campaign from CAMELOT shines light on £30M raised for good causes every week

in Lottery




Camelot, operator of The National Lottery, is launching a brand new marketing campaign to get National Lottery players feeling even more positive about playing its games. The new campaign will show the staggering scale of support players generate for Good Cause projects, which equates to around £30 million each week.


Running across TV, radio, social, OOH, print and digital, the campaign kicks off tomorrow (Saturday 26 September) with a 30” spot during Britain’s Got Talent on ITV, and with further primetime ad slots throughout the week – including 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 highlights 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.


The OOH and print element to the campaign will focus on the ‘£30M’ number, with Camelot and The National Lottery partnering with National Lottery Good Cause project, Project Art Works - who helped create a one-off artwork for the campaign. There will be high-impact banners in key cities including London, Manchester, Bristol, Leeds, Glasgow, and Edinburgh, and additional reach and frequency placements through 96, 48 and 6 sheets.


In terms of digital marketing, the National Lottery’s owned channels will kick start the digital launch, posting the 30” TV edit on Youtube and social channels on Saturday night (in line with the Results Show TV airing). 

Paid digital activity will follow on Sunday morning – amplifying and boosting the ‘£30 million to Good Causes’ message to a predicted 48 million online users, in the first five weeks. Media activity will include YouTube, Facebook/Instagram, Twitter, Snapchat, Teads (in-article video), IMDB, Samba TV (TV retargeting) with takeovers planned across Spotify, Twitter First View, LADBible and an exciting ‘Good News’ sponsored hub on the Daily Mail.


Elsewhere, radio will feature both national and regionalised executions which will add increased relevance to the audience based on their location.


Keith Moor, Chief Marketing Officer at Camelot, said: “We’re delighted to launch our latest campaign which shines a light on the £30 million we 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.


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For further information, please contact:

Camelot Press Office: 020 7632 5711


  • Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
  • On average, Camelot generates over £30 million each week for National Lottery-funded projects. In total, over £41 billion has now been raised and more than 565,000 individual grants have been made across the UK – the equivalent of around 200 lottery grants in every UK postcode district.
  • The National Lottery has so far awarded over £75 billion in prizes and created more than 5,700 millionaires or multi-millionaires since its launch in 1994.
  • Camelot runs one of the most cost-efficient major lotteries in Europe, with around 4% of total revenue spent on operating costs.
  • The UK National Lottery is ranked just 59th in the world in terms of per capita spend, despite being the fifth largest lottery in the world by sales – underlining Camelot’s strategy to encourage lots of people to play but to only spend relatively small amounts (Source: La Fleur’s 2020 World Lottery Almanac).
  • With over seven million active registered players, is Europe’s largest online lottery in terms of sales and one of the top e-commerce sites in the UK.
  • For further information on Camelot, The National Lottery and its games, please visit: and
  • Players of all National Lottery games must be aged 16 or over.



James McGrath

Communications Manager

Press Office: 020 7632 5711 W: