Zahra Foundation: Not-A-Lottery Donation Campaign TVC

This is a ''lottery'' with a difference. Subverting the traditional home lottery, the Zahra Foundation's Not-a-Lottery highlights the position many people escaping domestic violence find themselves in – alone with no home, no cash, no car. The TVC spot hooks with the promise of prizes, before flipping the script to deliver a powerful message – donate to the Zahra Foundation, and help people escaping domestic violence access life-changing skills and financial independence programs.
Agency: Showpony

The outdoor takes the visual language of home, car and cash lotteries and then unexpectedly flips it to deliver a powerful message – you won’t win anything, but by donating, you will help change the life of someone who has escaped domestic violence.