National Lottery turns to content to celebrate 25 years of good causes

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The National Lottery is celebrating its 25th anniversary with a content campaign highlighting some of the projects and causes its proceeds have funded.

The campaign includes a series of mini-documentaries and written content that follow the stories of some of the people who have been involved in and benefited from Lottery-funded projects.

The first documentary introduces equine therapy organisation Project Celt, following the story of a young woman with a genetic disorder and her experiences with the charity.

The National Lottery partnered with The Wild, a new full-service agency from Jungle Creations, to produce the campaign.

The content will be hosted on Jungle Creations’ own channel VT, which currently boasts 26 million followers on Facebook.

VT hosts a mixture of viral videos (recent uploads include clips of a baby reacting to a birthday cake, a kitten drinking milk, and a dad pranking his daughter) alongside sponsored content for brands such as Heinz and Cadbury.

Commenting on the launch of the anniversary campaign, National Lottery Promotions Unit director Jonathan Tuchner said: “Since its launch 25 years ago, the National Lottery has changed lives the length and breadth of the UK, raising almost £40 billion for good causes and awarding grants to more than 535,000 individual projects.

“We were looking to create a dynamic and innovative campaign and The Wild presented a mini-documentary format which placed the National Lottery right at the heart of UK culture.”

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