NEWS: Littlewoods Lotteries offers free airtime to charity ads

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.

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

scheme.



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.