The Plan:

Creating a sense of community is an important responsibility for a brand like the Illinois Lottery. Public perception tends to perpetuate the negative stigmas surrounding gaming organizations. With the help of our multicultural agency, I created the “Illinois Lottery Trailblazers” campaign. We featured local trailblazers in the fields of technology, business, fashion, the arts, and more.

This campaign was replicated in the Hispanic and Asian markets.