Nice People Play The National Lottery

Single Mum of Colour? Check.
Gay Latin Male? Check.
Sturdy White Working Mother of Two? Check
Daddy of Colour with Princess Daughter? Check.
White Diamond Geezer Family Man? Check.
Athletic Single Middle-Aged White Devoted Daughter? Check.
Gay White Social Worker? Check.
Retired White Devoted Daughter? Check.

The Missing Demographics?

1) Straight Professional White Men
2) Twenty-Something Girls

This feels research-driven. The National Lottery asked people who they had helped, or thought they would help, with the money they won or might win. The research subjects duly gave Right Answers, and the agency devised this campaign, as much as an attempt to position the Lottery as for Nice People who will spend the money on Good Causes, and not just for people desperate to get out of debt, and who shouldn’t be gambling in the first place. The people in this poster are all nice. Nice people play the Lottery. Well, that's what they want you to believe.

The Devoted Daughters are a surprise. I wouldn’t have guessed they were a sizeable segment.

Why no Straight White Men? One theory is that the Liberal Elites who run advertising are part of a plot to marginalise Straight White Men and to privilege women and minorities. The real reason is the research says middle-class white men don’t go near the Lottery. That’s why there are no white professional men in the picture: wasted communication resource.

Here's another reading. Straight White Men can provide for their families without the Lottery. The Lottery is for women and minorities who are underpaid: because gender pay gap and discrimination. So maybe in a way this poster is affirming the Liberal Elite frame after all.

Why no 20-something girls? Because 20-something girls are not about family, and the Liberal Elites don't want them to be about family. That's one suggestion, but the real reason is, I bet, that 20-something girls don't play the lottery either. Because deep down, 20-something girls know that the Lottery is for women and minorities who can't command a decent salary.