Allwyn, operator of The National Lottery, has engaged Claudia Winkleman as the first ‘Ambassador-in-Chief’ of The National Lottery. Curating a powerful and emotive series of short films titled ‘Because of You’, the TV presenter is travelling to communities in England, Northern Ireland, Scotland, and Wales to reveal the difference that is made to people’s lives through Good Causes each time someone buys a National Lottery ticket.

Since The National Lottery began in 1994, over £50bn has been raised for 650,000 Good Causes. Every week, on average, National Lottery players raise more than £30M, which funds projects across every postcode area in the UK.

Claudia shares where the money raised by players of The National Lottery goes and how it impacts real lives. The films cover the difference that National Lottery funding is making to grassroots projects supporting the arts, communities, heritage, and sport.

Claudia is accompanied on each journey by a local National Lottery player, to see first-hand the positive impact made possible every time they play, proving that the difference is made ‘Because of You’.

Allwyn’s commitment to Good Causes is the cornerstone of its operations and it is on track to double the contribution from £30m a week to £60m a week by the end of the 10-year licence in 2034. A key element of the strategy is engaging the public more on the impact of Good Causes.

Crafted by The Gate Films and directed by Emmy award-winning director Leo McCrea, ‘Because of You’ is a series of short films designed to bring to life the inspiring stories behind the projects that change lives every day. Each film is complemented by a suite of social first assets, including a peek into some of Claudia’s highlights whilst filming.  The content will live across social channels including YouTube, Instagram, Facebook and TikTok.

Claudia Winkleman said, “Everyone plays to be in with a chance of winning a life-changing prize, but we are revealing the unwritten story of the difference National Lottery funding makes in every community in every corner of the country. Your play is literally making a difference to the lives of millions of people every single day, and I cannot put into words the gratitude and happiness I saw at every single project.

“I want to share with the nation a small insight into the difference you make each and every time you buy a ticket – thank you, this is all made possible because of you.”

Steve Parkinson, Marketing and Brand Director of Allwyn UK, operator of The National Lottery, said, “We are thrilled to be working with Claudia as The National Lottery’s Ambassador-in-Chief. Her fantastic ability to listen and create emotional connections means she is the perfect person to give a voice to these most human of stories.  

“The ‘Because of You’ films are an authentic articulation of the amazing things that happen when players buy a National Lottery ticket. As Claudia explores, the £30 million raised every week for Good Causes enables brilliant projects to be run by extraordinary people and change real lives in communities across the UK.”

Claudia’s journey starts at Bloom, a community flower garden for women and non-binary people in Sheffield. The project, which has received £269k in funding over the past four years, allows hundreds of individuals each week to escape the daily grind for mental and physical wellbeing, as well as company, at a special allotment. Watch the film HERE.  A new project on Claudia’s tour will be revealed each month, from a wheelchair rugby club in Wales to a farm supporting disabled people in Northern Ireland.

Kendall Turner, one of the directors of Bloom, said, “I took over an allotment in the heart of Sheffield and organised a little community gardening session that three people turned up to. We just kept going and have developed enormously since then.  National Lottery funding totally changed the game for us, and we’re so incredibly grateful.”