After four years of slowing growth, People’s Postcode Lottery achieved the biggest sales month in its history during its December 2023 draw. An ambitious partnership combined the reach and screen talent from ITV, Channel 4, and Sky, creating record reach and cut-through nationally and amongst segmented ‘growth audiences’ targeted in different media channels. The campaign created economic impact for both Postcode Lottery and its charity partners, with growth audiences driving a disproportionate share of new sales. Overall, the activity generated £31.7m of incremental donations and a Profit + Charity Donations ROI of £4.79 per £1 invested.