National Lottery launch second phase of 'life changing' digital media campaign
Posted on Jun 08, 2012 by equimedia
The second phase of the National Lottery's 'life changing' digital media campaign will be launched on Monday (June 11th).
Looking at how the organisation supports British athletes, the advert uses actors to tell the story of 800 metres runner Jenny Meadows' mother.
Barbara Meadows was unable to pursue her athletic dreams because of a lack of funding, unlike her daughter who was supported by the National Lottery.
The advert is narrated by Barbara, who is reflecting on her own life and looking forward to her daughter's future.
Jenny will be appearing in this summer's Olympics for Britain and there is great optimism for her success.
According to Andy Duncan, managing director at The National Lottery operator Camelot, actors were chosen for the advert over real-life figures to show how the story has universal relevance.
"[It] is very much a generic story and is about any number of people of previous generations that had great talent and potentially could have been winners on the international stage," he told Campaign.
The digital marketing push will also be supported by press advertising, featuring other Olympians and Paralympians, including Maddy Thompson and Richard Kruse.
Figures will thank players of the National Lottery, stating that "no one has contributed to our athletes more than you".
Showing the public how playing the lottery can benefit people across the UK is key to encouraging more people to join in the game.
The second phase of the campaign follows the 'Hero's Return' adverts released in March, which showed how the money raised by the National Lottery allowed war veteran Private Jack Jennings to return to Burma to visit the memorial gardens.
In the advert, viewers see Private Jennings reliving his experiences of fighting during the Second World War in a moving sequence of bombs, shelling and general combat.
