With no prizes, the Zahra Foundation’s Not-a-Lottery, developed by Showpony, highlights the position many people escaping domestic violence find themselves in – alone with no home, no cash, no car.
The Zahra Foundation was established by the children of South Australian woman, Zahra, following her murder at the hands of her violent and abusive husband. Since 2015, in the wake of that tragedy, the Foundation has provided financial counselling and personal support for countless people who have escaped domestic violence. But to continue providing this vital assistance, the Foundation needs money.
Says Andy Scott, senior creative, Showpony Adelaide: “While most lotteries boast extravagant prizes like beachfront houses, luxury cars, and stacks of cash, we decided to flip the traditional lottery model, removing the distraction of lavish prizes and focussing our audience on the real issue – that people escaping domestic violence often do so with nothing – no home, no cash, no car.”
Says Rory Kennett Lister, creative director, Showpony Adelaide: “This is an organisation that helps rebuild the lives of people who have been subjected to years of horrific abuse. It was important we balance sensitivity with the need for cut-through in a crowded social-cause market. So we took the traditional charity lottery and subverted it.”
With South Australia’s charity home lottery market enjoying peak popularity, Showpony and the Zahra Foundation felt confident their ‘Not-a-Lottery’ would attract attention. And it did.
After a briefing from Showpony and media agency Carat – TV, radio, online and outdoor media sponsors embraced the campaign, donating tens of thousands of dollars of free ad placements.
Says Sophie Allchurch, managing director, Showpony Adelaide: “It was heartwarming to see so many organisations answer the call to get involved.”
Kelly-Ann Tansley, general manager of the Zahra Foundation has been overwhelmed by the support the Foundation has received: “We’re incredibly thankful to Showpony, Carat and everyone who provided generous support for this campaign, providing their expertise and creativity. The Not-a-Lottery gives everyone in South Australia the chance to assist people on their journey of recovery, and help them achieve financial independence through financial counselling and personal support. Every donation goes towards making this support available to more women and contributes to breaking the cycle of abuse.”
The Not-a-lottery campaign is now in market. Donate now at notalottery.com