People’s Postcode Lottery says Thank You to Players

The People’s Postcode Lottery has launched a new TV campaign thanking its players for raising £1.4 billion for UK charities.
Titled “Thank You Players,” the campaign stars Ellie Goulding performing an exclusive cover of Jackie DeShannon’s 1960s hit “What the World Needs Now.”

The campaign was developed by the People’s Postcode Lottery’s in-house creative team, with support from the GOOD Agency as the media planner.

The campaign represents a strategic shift for the charity, People’s Postcode Lottery, emphasizing the positive impact on charitable causes rather than solely highlighting winners. Additionally, the media approach has expanded with increased investment in trusted AV and OOH channels, aiming to attract new audiences and raise brand consideration. This marks a move away from the previous focus on optimising cost per acquisition.

Anna Russell, Head of Marketing at People’s Postcode Lottery, said: “This was such a special campaign to work on. People often don’t realise how many charities and good causes are supported, and how much funding has been raised. We decided to create this campaign to thank our players – none of this could be achieved without them.”

The campaign spotlights seven charities, including the Royal British Legion and Riding for the Disabled Association, as well as Battersea Dogs Home, Royal Voluntary Service, Trussell Trust, Ellen MacArthur Cancer Trust, and OnSide Youth Zones.

Debuting tonight on UK primetime networks, the campaign includes TV ads, online promotions, and regional mentions, focusing on the impact of charitable funding.

Michael Bishop, CEO of Riding for the Disabled Association (RDA), said: “We are delighted to feature in this uplifting campaign and show the impact of RDA’s work with disabled people, enriching lives through horses. Our work is needed more than ever, and like thousands of charities across Britain, we simply couldn’t deliver our life-changing services without the long-term support and crucial funding raised by players of People’s Postcode Lottery.”