While many Lotto Jackpot winners are publicity shy, the other "winners" of the National Lottery, i.e. beneficiaries of funding, will be featured in a television advertisement to show some of the beneficiaries of Good Causes.
Despite the huge impact the National Lottery has made, many players are not aware of how their money has been spent and hence there is some scepticism and criticism, says Uthingo.
The launch of the advertising campaign will highlight exactly where "Good Causes" money has gone and how lottery players have made a difference to millions in South Africa.
"It is important that players realise that participating in the National Lottery means more than just the opportunity to win life-changing Jackpots amounts. Every time a ticket is purchased, money is raised for Good Causes and the lives of those less fortunate are changed for the better," says Lebona Moleli, Uthingo's Marketing Director.
"The ad was developed to provide South Africans with factual information on money distributed to organisations through the National Lottery Distribution Trust Fund (NLDTF). After all, it is the players, not Uthingo as the operator, who must be recognised for the billions of rands that have been raised for Good Causes."
Kamal Gangaram, Creative Director of FCB, the advertising agency that developed the ad, says some actual NLDTF beneficiaries were used to put out the message in a most credible way that people and organisations are benefiting from National Lottery funding.
"The biggest challenge in creating this ad was selecting only a few organisations out of the more than 5700 organisations that have received funding. However, by choosing a cross-section of beneficiaries, we hope to show that recipients in various categories have benefited."
The advertisement opens with a close-up shot of the tip of a pencil scratching out the number 10 on a LOTTO coupon. The image develops into a young scholar - one amongst many - writing numbers in an exercise book. The READ foundation which received over R10 million in National Lottery funding is then depicted as a beneficiary.
The pencil is again shown scratching out the number 12. Then a young boy is seen taking delivery of his dog at an animal shelter. The segment highlights the fact that over R12 million was donated to South Africa's animal shelters.
And so the 45-second ad continues - each time a pencil scratching out a number to depict the actual amount donated to an organisation.
Beneficiaries featured in the ad include READ Foundation, animal welfare organisations, the Red Cross Children's Hospital, disabled sporting associations, and the Performing Arts Council of Free State.
Moleli added: "The key to this ad is honesty and humility. The organisations shown as beneficiaries and the amounts are all real. We are hoping the commercial will not only create goodwill for the National Lottery brand, but will also show that money is really being distributed to Good Causes."
The advertisement will commence screening on January 9, 2005, on SABC 1, 2, 3 and etv.
