Lead Forensics

Purpose-driven fun with impact.

Missouri Lottery: Play It Forward campaign.

State lottery game sales across the country go to support various good causes. We were tasked to turn Missouri Lottery’s built-in purpose of raising funds for public education into a rally cry for players and lottery retailers.

Modern Consumer Insight

Our research showed that a majority of players don’t think about the impact they make when they play.


We needed to make a literal connection between lottery products and the good they do for students. 


We produced additional work beyond Missouri Lottery’s purpose-focused Play It Forward campaigns that launched new products and promotions to new, light and lapsed players. This combination of purpose and fun led to record FY20 sales, playerbase growth, an increase in brand relevance, and most importantly additional funding for schools across Missouri.