New York Lottery Appeals to Cause-Driven Millennials with Give Back Campaign


The New York Lottery has generally marketed itself as a means to get rich quick. All you need is a dollar and a dream, after all.

But now the state-run system wants its low-stakes gamblers to know that there dollars—winners or not—are cycling back into the system to help public education. The new campaign, “Everybody Wins,” features South Bronx grade schoolers from the Gibson Group of Haven Academy singing “Thank you for being a friend” when someone buys a ticket at a convenience store.

New York is asking schools to upload videos of their kids singing the song to the brand’s Facebook page. There, the videos will compete to win a grand prize of $10,000 for their school, while others could earn $5,000 and $2,500 prizes.[more]

“While the New York Lottery continues to be North America’s largest and most profitable lottery, some New Yorkers may not be aware that lottery’s sole purpose is to provide aid to public schools in the state,” said Gardner Gurney, acting director of the New York Division of the Lottery. “This is a constitutionally mandated mission, and we want to make sure that players understand that discretionary dollars spent on the lottery go to a worthy cause.”

According to the state, 68 percent of participants between 18 and 24-years-old and 51 percent between 25 and 34-years-old have no idea that lottery revenues go to help education, with $3.1 billion going to the education budget this fiscal year. The Lottery Division hopes the campaign generates more sales from Gen Y consumers that are more interested in cause-related actions.