The National Lottery exists to fund Good Causes across the UK. But, in 2018, sales of key games and returns to Good Causes were slipping. To reverse the decline, we rebuilt The National Lottery’s Share of Voice. We invested in a combination of emotional masterbrand advertising, bringing to life the ‘amazing’ feeling the brand elicits, and in efficient activation comms, promoting the lead games. These efforts returned the brand to health and generated nearly £1 billion in incremental revenue. As a result, returns to Good Causes returned to growth, with advertising responsible for generating £322m in incremental funding