Allwyn, operator of The National Lottery, has engaged Claudia Winkleman as the first "Ambassador-in-Chief" of The National Lottery. Curating a series of short films titled "Because of You", the TV presenter is travelling to communities in England, Northern Ireland, Scotland, and Wales to reveal the difference that is made to people’s lives through Good Causes each time someone buys a National Lottery ticket.
Since The National Lottery began in 1994, over £50bn has been raised for 650,000 Good Causes. Every week, on average, National Lottery players raise more than £30M, which funds projects across every postcode area in the UK.
Claudia shares where the money raised by players of The National Lottery goes and how it impacts real lives. The films cover the difference that National Lottery funding is making to grassroots projects supporting the arts, communities, heritage, and sport.
Claudia is accompanied on each journey by a local National Lottery player, to see first-hand the positive impact made possible every time they play, proving that the difference is made ‘Because of You’.
Allwyn’s commitment to Good Causes is the cornerstone of its operations and it is on track to double the contribution from £30m a week to £60m a week by the end of the 10-year licence in 2034. A key element of the strategy is engaging the public more on the impact of Good Causes.
“Everyone plays to be in with a chance of winning a life-changing prize, but we are revealing the unwritten story of the difference National Lottery funding makes in every community in every corner of the country," said Claudia Winkleman. "Your play is literally making a difference to the lives of millions of people every single day, and I cannot put into words the gratitude and happiness I saw at every single project.
“I want to share with the nation a small insight into the difference you make each and every time you buy a ticket – thank you, this is all made possible because of you.”
Steve Parkinson, Marketing and Brand Director of Allwyn UK, operator of The National Lottery, said, “We are thrilled to be working with Claudia as The National Lottery’s Ambassador-in-Chief. Her fantastic ability to listen and create emotional connections means she is the perfect person to give a voice to these most human of stories."