National Lottery

The Impact of Good Causes Funding


Since its inception the National Lottery has raised over €4.5 billion for Good Causes. However, despite the high level of funding, there was a lack of understanding of the impact that this funding has on communities across Ireland.


Great storytelling was put at the heart of this campaign, with a focus on the personal impact of funding rather than simply reporting the figures involved.

On behalf of the National Lottery, Edelman put the spotlight on the story of eight Good Causes to deliver a strong emotional connection with the National Lottery’s audience.

These stories were told across traditional and digital media through the production of eight social videos, one TV advertisement, and editorial placements across print, radio and TV.



Social reach of the eight campaign videos

Facebook video views

Research following the campaign showed that people had a greater understanding of the National Lottery’s contribution to Good Causes beneficiaries. Due to the exceptionally positive reaction, the first social video was re-edited into a national TV advertisement, and all other edits have also since appeared on national TV.

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