Back to the Start

A lottery campaign not to sell lottery tickets, but to promote the power of a good education and passionate teachers in California public schools.


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. While it’s a modest contribution per school district, it still makes a difference.

This led us to our school-year-long #ThankATeacher campaign, which was centered around an emotional documentary film series. We sent three celebrity influencers to the California public school where they grew up, back to where it all started, to thank the teacher who had a dramatic impact on their lives.

Our effective social campaign was recognized by Facebook and was featured within their Facebook Business Success Stories page.


Social Campaign

Created with:
Nick Childs (CCO), Josh Greenspan (ECD), Sarah Dennis-Browne (ACD), Courtney Harris (CW), Jeremy Mack (Prod).

Press: PitchforkPeople, People, HuffPo, Fox Sports

Directors: Lucy Walker, Tim Wheeler, Liz Garbus