Present a more contemporary, caring and engaged Lottery organization, one that is truly one with Kentucky; deeply involved in helping to increase the quality of life for the people of Kentucky on a daily basis.
We recommended the creation of a digital/social media campaign featuring actual KEES recipients telling their success stories of how these scholarships help them to achieve their dreams. In this example, we created an extended version of a :30 TV spot to show as a video on social media only.
The creator of the costumes in this video is an actual KEES recipient. We took advantage of that by creating a video about her and her KEES story.
Since beginning the push to tell the story of where the money goes in 2018, there has been a very significant growth in awareness across the state. Social Media has been an important part in this growth.