Samaritans

Lottery Branding: Your chance to win is our chance to listen

Creation of distinctive, clear and identifiable lottery branding and promotional materials to help support Samaritans’ Unity Lottery re-launch. This included a promotional stand for use in shopping centres and other venues; a presenter for fundraisers to use when discussing the Lottery with potential players; a booklet for new players to take away after sign-up and a recruitment leaflet designed for Samaritans’ shops and branches to use to recruit new players.

The Story

Samaritans wanted to re-launch their Lottery product as a new and exciting way for people to support the charity whilst having the chance to win cash prizes.

The charity was planning to recruit new players both from the existing group of Samaritans supporters but also face-to-face, so we needed to create a new brand that was distinctive, impactful and sufficiently appealing that people would approach the Samaritans stand in their local shopping centre.

Getting the right mix of messaging was also important – ensuring that prospective players were made aware that they could win up to £25,000 but were helping Samaritans to deliver their vital work at the same time and the tagline of ‘Your chance to win is our chance to listen’ neatly summed this up.

We then developed a set of guidelines for the new Lottery brand and used it to create a promotional stand for use in shopping centres and other venues; a presenter for fundraisers to use when discussing the Lottery with potential players; a booklet for new players to take away after sign-up and a recruitment leaflet designed for Samaritans shops and branches to use to recruit new players.