WASHINGTON’S LOTTERY

SHOT OF A LIFETIME

Vaccinations were supposed to be our way back to normalcy, and few thought people would deny that. But they did. Luckily the same people refusing the shot were also the biggest fans of Washington’s Lottery.

When the state governor called for solutions, we quickly (in 48 hours) crafted a program that would appeal to this audience and drive them to get vaccinated. We called it SHOT OF A LIFETIME, and we were offering one lucky Washingtonian the chance to win a million dollars. Just for getting vaccinated.

We worked closely with the department of Health, the governor, and local media outlets to spread the word. We used our in-store presence to drive people to pharmacies where they could get the shot on the spot.

The campaign worked. Within four weeks, 28,500 Washingtonians got vaccinated just to be entered in our drawing. And we saw a 24% lift in vaccinations in parts of the state where numbers were previously falling fast.

All in all, this program likely saved hundreds if not thousands of lives. Whether they wanted to be saved or not.