SickKids Lottery:
Just as Long as You Play

Charity Lottery players claim that they play to support causes that matter to them. Because their hearts are just soooo big …right?

Maybe, but research found that these players weren’t actually loyal to any charity lotteries. Instead, they followed the lotteries that offered the best prizes.

Honestly, we don’t care what their motives are. Just as long as they buy a ticket. So, with the first comedy spot in SickKids history, we created a self-aware campaign, so players could choose to play for kids or the prizes. Either way, they’re making a difference.