Allwyn, operator of The National Lottery, has engaged Claudia Winkleman (top left) as its first Ambassador-in-Chief.
Curating a powerful and emotive series of short films titled Because of You, the presenter is travelling to communities in England, Northern Ireland, Scotland and Wales to reveal the difference made to people’s lives through Good Causes each time someone buys a ticket.
Since The National Lottery began in 1994, over £50bn has been raised for 650,000 Good Causes. Every week, on average, National Lottery players raise more than £30m, which funds projects across every postcode area in the UK.
Winkleman shares where the money raised by players of The National Lottery goes and how it impacts real lives. The films cover the difference that National Lottery funding is making to grassroots projects supporting the arts, communities, heritage, and sport. She is accompanied by a lottery player to see first-hand the positive impact made possible every time they play, proving that the difference is made Because of You.
Each film is complemented by a suite of social first assets, including a peek into some of Claudia’s highlights whilst filming. The content will live across social channels including YouTube, Instagram, Facebook and TikTok.
Winkleman said: “Everyone plays to be in with a chance of winning a life-changing prize, but we’re revealing the unwritten story of the difference National Lottery funding makes in every community in every corner of the country. Your play is literally making a difference to the lives of millions of people every single day, and I cannot put into words the gratitude and happiness I saw at every single project.
Steve Parkinson, marketing and brand director of Allwyn UK, said, “We’re thrilled to be working with Claudia as The National Lottery’s Ambassador-in-Chief. Her fantastic ability to listen and create emotional connections means she is the perfect person to give a voice to these most human of stories.”
No comments yet