The National Lottery launched in 1994 to generate money for British good causes, with 92% of adults taking part in the first draw. Two decades later the money it donated to good causes was under threat, with Lotto having lost its sparkle, people playing out of routine and falling sales. To maintain contributions to good causes, Lotto's price had to change for the first time in 19 years. AMV BBDO launched a strategy of multimedia communications and PR stunts that successfully engaged players to embrace this fundamental game change, increasing sales by £0.7bn and benefiting good causes by an additional £200m in the first year after the launch.