Join Us

Background:
The Hungarian Lottery company has always supported and helped people living with disabilities. For years it has provided special Christmas scratchcards and donated the funds to build special playgrounds where disabled and healthy children can play together.

Task:
Szerencsejáték Zrt., the Hungarian Lottery company is associated with being the number one brand when it comes to fun and games by providing a wide range of scratch cards, lottery and betting options. However its fight towards social equality by striving to narrow the gap between the healthy and the disabled is not so obvious to all. The brand needed to strengthen its perception of being a caring brand and wanted to connect with those who can take part in the struggle towards creating a better future for the disadvantaged.

Execution:
With the Join Us campaign the Hungarian Lottery company wanted to change the way people look at and value disabled people and wanted to create more jobs by providing more opportunities for them. The brand collaborated with disabled celebrities like Lőrinc Barabás a jazz trumpet player and Paralympic gold medallist, Fanni Illés who became the faces of the campaign. Besides using the usual advertising surfaces like tv spots, radio, billboards and out of home spaces, online and social platforms, a special website was created to insure that people with hearing and seeing disabilities could also join the conversation.

Result:
Hungarian Lottery company became a strategic partner with the Ministry of Resources which resulted in a 10% increase of funding for job seekers with disabilities. Numerous jobs were created by giving opportunites to disabled people to apply for vacaned jobs. The Hungarian Lottery company has no longer considered as just a brand of fun and excitement, but as a brand that cares.