Austin Kelley ‘Humanizes’ Georgia Lottery

ATLANTA A new campaign from Austin Kelley Advertising celebrates the Georgia Lottery’s 10th anniversary.

The broadcast and print effort promotes the state’s pre-kindergarten and Hope Scholarships, two programs that benefit from the lottery’s $19 billion in total sales. (An estimated $6 billion has been transferred to the State Treasury’s Lottery for Education Account.)

According to Jim Spruell, vice president and executive creative director at the Atlanta Interpublic Group shop, the campaign is a way to “humanize the numbers.” The agency took out ads in newspapers throughout the state, asking people for stories about how the lottery helped them.

“When you actually see someone whose life has been changed [by the lottery], it means more,” said Spruell. The shop crafted four stories into simple television and print ads.

In one 30-second spot, a woman talks about returning to college after 15 years of marriage and motherhood. A handicapped student attributes his success in college to the games in another ad.

The campaign broke as lottery chief Rebecca Paul left Georgia for a similar post in Tennessee. Senior vice president of the Georgia Lottery Corporation, Cathy Walls, is serving as interim chief.

The new ads also come at a time when Georgia lawmakers, according to reports in the Atlanta Journal-Constitution, are faced with forecasts that the lottery soon will not produce enough money to fully fund the Hope college scholarship program.

AKA, which has held the account since 1993, recently signed a two-year contract with the GLC.