Charities are being offered thousands of pounds worth of free radio
advertising as part of a campaign to link Littlewoods Lotteries firmly
to good causes.
Bates Dorland is taking the unusual step of using other agencies’
charity ads as part of a promotion for the Littlewoods scratchcard
The radio campaign will feature a commercial for Scope - formerly the
Spastics’ Society - produced by D’Arcy Masius Benton and Bowles as well
as a Saatchi and Saatchi ad for the NSPCC.
Dorlands is also creating new commercials for two other charities, Age
Concern and the Variety Club of Great Britain, which benefit from
Littlewoods Instant Lottery.
Another spot, for the cancer research charity dedicated to the memory of
the late Roy Castle, is being planned.
The initiative comes amid growing concern among major charities that the
National Lottery is diverting millions of pounds away from them.
Littlewoods claims to donate 24p of every pound spent on its
scratchcards to charity compared with the National Lottery’s 5p.
Patrick Hanson-Lowe, the Dorlands board account director on the
Littlewoods business, said the campaign, claimed to be the first of its
kind, would be an ongoing commitment by Littlewoods.
‘The charities are over the moon,’ he added. ‘Not only should the
advertising do their funds a lot of good but it should also encourage
people to help them.’
Last month Littlewoods launched a pounds 3 million national TV campaign
for its scratchcards, emphasising donations to individual charities
using the catchphrases ‘it’s her’, ‘it’s him’ and ‘it’s them’, parodying
National Lottery ads.