The People’s Postcode Lottery has teamed up with singer-songwriter Ellie Goulding for a new advertisement, expressing gratitude to its players for their crucial role in supporting UK charities.

Developed by the lottery’s in-house team alongside purpose-led GOOD agency, the ad features Goulding performing an inspiring version of the iconic 1960s song “What the World Needs Now.”

The ad also includes the brand’s lively frontman, Tom Allen, and aims to highlight the wide-ranging charitable projects across the UK made possible by the lottery’s players.

With media planning and buying managed by The7stars, the campaign will be broadcast across TV, video-on-demand, online video, and social media, complemented by a geo-targeted digital out-of-home campaign.

“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,” Anna Russell, head of marketing for People’s Postcode Lottery, stated.

“We wanted to create this campaign to thank our players – none of this would be possible without them.”

GOOD Agency’s ECD, Bryn Attewell, added: “I don’t think people realise just how much People’s Postcode Lottery players have raised for charities and good causes – over £1.4 billion, in fact.

“So, to tell that incredible story through a simple ‘Thank You’ from just a few of those amazing charities (with a little help from Tom and Ellie) was a real pleasure.”