People’s Postcode Lottery Launches Feel-Good Campaign with Ellie Goulding to Thank Players

A heart-warming TV spot from People’s Postcode Lottery launches tonight, starring Ellie Goulding performing a stunning new version of the classic 1960s hit What the World Needs Now. It debuts tonight at 9.15pm during Channel 4’s hit comedy game show, Taskmaster.

Created by People’s Postcode Lottery’s in-house creative team and GOOD Agency, and directed by J Marlow through Outsider, the advert was shot on a street in Orpington and follows comedian and actor Tom Allen as he visits Postcode Lottery player “Sarah” with a message of thanks.

In a show of gratitude, Tom steps aside to reveal Ellie Goulding, who delivers a mesmerising kerb side performance of her rendition of the iconic song, originally sung by Jackie DeShannon and a top 10 hit in 1965.

Ellie’s emotive vocals take viewers on a journey, showcasing the incredible impact of player funding on charities across the UK. The film highlights the work of seven long-term supported charities, each expressing their gratitude to Sarah and thanking all players for their contributions.

Ellie, who performed the song on a grand piano, said: “It’s a pleasure to record such an iconic song. What The World Needs Now is timeless, with a message of hope for everyone and £1.4 billion going to charities from players of People’s Postcode Lottery is a lot of love in these turbulent times”.

A 90” special is also going out on ITV during The Voice final, naturally aligning Ellie’s song performance with the most iconic song show on TV. A broader campaign, also planned and bought by the7stars, spans SVOD, BVOD, online video, and social media, and is supported by a geo-targeted Digital OOH campaign, with regional shoutouts thanking players in key regions.

Mark Harrison, Head of Creative at People’s Postcode Lottery, said: “I am extremely proud of this campaign as it sets a new standard for us creatively and highlights what we do every day as a charity-focused lottery.  

“Our starting point was an ad produced by our sister lottery in the Netherlands, Nationale Postcode Loterij, named Thank you, Johan. Our creative team built on this, collaborating with GOOD Agency, and J Marlow from Outsider, to create an iconic soundtrack that I know will make a lasting impression across the nation”.

Bryn Attewell, Executive Creative Director at GOOD Agency, added “I don’t think people realise just how much players of People’s Postcode Lottery have raised for charities and good causes – more than £1.4 billion, in fact. So, to be able to tell that extraordinary story via a simple ‘Thank You’ from just a few of those amazing charities (and Tom and Ellie, of course) was a real pleasure”.

The campaign marks a strategic shift for the charity lottery brand, focusing on the benefits to good causes, rather than the winners. The media strategy has also evolved, with greater investment in trusted AV and OOH channels, aiming to reach new audiences and increase consideration—a departure from the brand’s core focus of driving efficient cost per acquisition.

Anna Russell, Head of Marketing at People’s Postcode Lottery, said: “This was such a special campaign to work on. People often don’t realise how many charities and good causes are supported and how much funding has been raised. We decided to create this campaign to thank our players – none of this could be achieved without them”.

The seven charities whose work is highlighted are Royal British Legion, Battersea Dogs Home, Royal Voluntary Service, Trussell, Ellen MacArthur Cancer Trust, OnSide Youth Zones and Riding for the Disabled Association.

Michael Bishop, CEO of Riding for the Disabled Association (RDA), said: “We are delighted to feature in this uplifting campaign and show the impact of RDA’s work with disabled people, enriching lives through horses. Our work is needed more than ever and, like thousands of charities across Britain, we simply couldn’t deliver our life-changing services without the long-term support and crucial funding raised by players of People’s Postcode Lottery”.

Source: GOOD Agency

  Advertising, Campaign, Ellie Goulding, GOOD Agency, Marketing, People’s Postcode Lottery, Riding for the Disabled Association, UK