adam&eveDDB's National Lottery Campaign Shines a Light on 'Haircuts4Homeless'

adam&eveDDB has launched its latest campaign for National Lottery operator Camelot, featuring National Lottery-funded project Haircuts4Homeless.

As the second instalment of Camelot’s new ‘Amazing Starts Here’ brand platform – which aims to firmly establish playing The National Lottery as something everyone in the country can feel great about – the new campaign focuses on the good cause projects funded by The National Lottery and its players.

The 60-second TV spot, which breaks on 10 November during X Factor, heroes National Lottery Good Cause project Haircuts4Homeless, in which homeless people are shown attending a Haircuts4Homeless session.

The Haircuts4Homeless community group was set up in 2014 by veteran hairdresser Stewart Roberts in his quest to build a community of skilled hairdressers who volunteer their time to cut the hair of homeless people.

“The funding from The National Lottery has been incredible, allowing me to expand Haircuts4Homeless to different cities, and recruit and equip volunteers,” said Stewart. “The transformation we see in people, just by giving them a haircut, is so important. It really lifts their self-worth.”

The charity now has around 300 volunteers working across 45 locations in the UK, who provide homeless people with so much more than a haircut.

“A lot of homeless people feel invisible and being able to give them our time is priceless,” added Stewart. “National Lottery players and the funds they raise by playing have made a massive difference to our project, and have transformed thousands of lives as a result.”

“A haircut can have a great effect on someone, giving them a real boost. There is something very personal about cutting someone’s hair that can be both relaxing and therapeutic, and it is something that many homeless people rarely get to experience. It may be ‘just a haircut’, but it's the kindness shown by others that ensures that homeless people know that people really care.”

As well as the TV ad, radio, social and press partnerships will highlight even more Good Causes stories, which have only been made possible thanks to National Lottery players, in the run-up to Christmas.

Hayley Stringfellow, Camelot’s Head of Brand Marketing, commented: “What Stewart has achieved with the help of National Lottery funding is absolutely incredible and we’re proud to bring to life the fantastic work that Haircuts4Homeless does, as one outstanding example of the hundreds of National Lottery projects that are funded in every single one of our local communities.

“In all, The National Lottery and its players raise around £30 million a week for Good Causes, funding the amazing work of beneficiaries up and down the country, including grass roots sports, charities that help children, services for the elderly, the upkeep of community spaces and iconic buildings, funding for museums and archaeological digs, and even the British film industry.

“To date, The National Lottery has funded a massive 535,000 projects – which equates to approximately 190 National Lottery grants in each UK postcode district. Every community has benefited.

“And all that amazing work starts with National Lottery players. It all starts with buying a ticket.”