The National Lottery, celebrating its 25th anniversary, has launched its new UK-wide advertising campaign’ The Magic Number.’
Developed on behalf of Camelot UK by London advertising agency Adam&eveDDB, the campaign celebrates 25 years of National Lottery supporting UK charities, social guidelines, sport development programmes, arts, culture and heritage conservation.
Having drawn its first lottery on November 19, 1994, the National Lottery reports that through the Big Lottery Fund it has raised £ 40bn to fund over 530,000 UK initiatives and national charities.
With the tagline’ The Numbers Make Everything Happen,’ the initiative highlights the biggest success storeys of the National Lottery, such as supporting UK-wide disability and guidelines on social mobility.
The campaign also highlights the contribution of the lottery to UK sports by Team GB Olympians and Paralympians in The Magic Number.
Keith Moor, Camelot chief marketing officer, said: “The National Lottery was set up to raise money for Good Causes and National Lottery players raise around £30 million every single week for this purpose – so we knew straight away that should be the focus of the 25th birthday campaign.
“The inspiring people and projects that feature in the ad really bring this to life – and show people that every time they buy a National Lottery ticket, amazing things happen.”