The Atlantic Lottery Corporation: Ask Away

The Atlantic Lottery Corporation faced a unique challenge. Negative misconceptions fostered an atmosphere of suspicion and mistrust with a significant number of Atlantic Canadians. Lack of accessible information and transparency left citizens wondering where the money goes and how it really benefits them.AskAway.ca created by Digital Kitchen acts as the hub for this integrated campaign. It encourages and enables Atlantic Canadians to ask Atlantic Lottery anything they want. Using a cinematic experience, this digital “quilt” of interconnected stories and questions allows citizens to explore stories, discover answers and participate—fostering discussions, asking questions, and seeing how the lottery gives back to the communities it serves. As the campaign evolves, new stories and questions will bubble up to keep the conversation relevant and informative for everyone.