CA Lottery: Back to the Start

The California Lottery believes in the power of a good education and passionate teachers. That’s why they wanted a campaign, not to sell lottery tickets, but to let people know of their $1 billion annual contribution to California public schools.

I was the lead writer and ACD on our school-year-long #ThankATeacher campaign, which consisted of social microcontent, an influencer marketing program, and an emotional documentary film series filmed by Academy Award nominated directors featuring three native California celebrities who went back to thank a teacher who had a dramatic impact on their lives.

The program was picked up by media across the country from HuffPo to People and the content actually worked — in a Facebook Brand Lift study, affinity for the California Lottery rose almost 10%.