CNIB STRIKES CHARITY LOTTERY MARKET
By Adnews Staff
The Ontario division of the CNIB Canadian National Institute for the Blind is supporting its first charity lottery with a multimedia advertising campaign. Thirty-second television and radio spots, running throughout the province, broke Jan 10. The spots play on the notion that the odds of winning the lottery are as good as being struck by lightning. Advertising creative features a man walking his dog. Each time a prize, which includes cash, cars and vacations, is mentioned, the man is hit by lightning. The spots are running until the end of February. Advertising from Publicis, is being accompanied with consulting services and a direct mail push from Mosaic Marketing and Promotions. Media was handled by Optimedia and Mosaic, all of Toronto.