The Situation
Playing the lottery can be a fun diversion, but the folks at SC Lottery know it can impact livelihoods in negative ways if that playing gets out of hand.
The Insight
No one likes a wet blanket. By making “responsible play” less of a downer and a more spirited part of the process, mindful behaviors can be easier to swallow.
The Solve
Working with common inspirational phrases and meme-ish social parlance, we took language that people understand – and use every day – and turned it on its head to make playful nods to the benefits of responsibility. Wrapping our message in the familiar and the fun was the spoonful of sugar that makes the important message go down. And was the thread through an initiative that spanned statewide TV, digital, in-store and radio.
Radio
Played Out Platitudes
