10 August 2018

Naming and branding the charity lottery



Tabcorp Charitable Games has partnered with leading brand and creative agency Hulsbosch to deliver Play For Purpose, aiming to be one of the largest funders of good causes in Australia.

With almost 100 participating charities and sports foundations Play For Purpose is an online national lottery that is one of the most efficient fundraising platforms for not-for-profits in Australia.

The brand was developed to bring about positive change for both charities and their supporters guaranteeing 60 per cent of every dollar raised is delivered directly to the cause. With $1 million in prizes and a 1 in 19 chance of winning a prize, Play For Purpose is the ultimate win-win charity lottery.

Jaid Hulsbosch, Director at Hulsbosch said, “The agency conceived and developed the brand and visual identity to facilitate a seismic ‘game-change’ for the category, maximise the potential of gaming incentives and attract a broader consumer appeal in Australia.”

Strategically, the brand platform leverages two key concepts of ‘choice’ and ‘purpose’ giving consumers the opportunity to support a cause with $15 from every $25 ticket going directly to the charity of their choice as well as entering the draw to win $1 million in prizes.

Hulsbosch continued, “Play for Purpose also supports smaller charities that often cannot afford to offer such large and exciting prizes. A charitable cause includes all not-for-profit organisations such as charities, and also local community and sporting clubs and it is free for them to participate.

There are almost 100 participating charities across Australia including the Children’s Hospital Foundation, RSPCA, Cancer Council, Redkite, Guide Dogs, Heart Foundation, Orange Sky Laundry and Asthma Australia.

John Corry, General Manager, Charitable Games, Tabcorp said, “Ultimately our main goal is to increase funds to good causes across Australia.  Hulsbosch are the ultimate partner, they took the time to understand the sector and all the stakeholders before developing a brand identity that we can all be very proud of.

With the help of partners such as Hulsbosch we are providing better outcomes for our charity and sporting partners.  The Hulsbosch solution is a spirited visual identity that defines the win-win nature of the format that rewards both the consumer and charity. This is not the first time we have drawn on the very best creative thinking from the team at Hulsbosch.”