Camelot is to launch its first advertising campaign showcasing the good causes that benefit from National Lottery funds in an effort to stave off mounting public criticism over the way the funds are allocated.
The National Lottery has been the target of negative press comment on the use of its funds. There is increasing public concern about massive grants going to “high culture” projects such as the Covent Garden Opera House, Sadler’s Wells and Shakespeare’s Globe Theatre.
The new press campaign will break “within the next four weeks”, according to Camelot marketing director Jon Kinsey. He says the media has concentrated on two or three of the biggest awards, leaving a “yawning gap” in information on other organisations receiving funds.
Kinsey says: “We plan to ensure that there is a more balanced picture of where the money is going and give players a better view of where the money is spent.”
The campaign was immediately criticised by rivals. One ad agency source, who works for a rival scratchcard operator, says: “People need to know where the money has gone, but this is a public relations issue. They should not need to explain this through corporate advertising.”