The Florida Lottery’s ‘Department of Good Fun’ Continues Educating Floridians

The initial launch of this new positioning, with the tagline “it’s good fun,” rolled out throughout October 2024. A holiday spot featuring Santa Claus himself interviewing for a job at the Department of Good Fun launched November first.

Departing from the category’s overall focus on winning, the new positioning drew inspiration from consumer research, by research partner IPSOS, that suggested Floridians aren’t quite making the connection between playing lottery games and the direct way that doing so leads to educational contributions.

Despite the Florida Lottery reaching a milestone total of $47 billion in contributions to education across Florida in September 2024, with contributions exceeding $2 billion each of the past four years, there is a general lack of awareness of where the contributions go among the growing state population.

“The Department of Good Fun” aims to raise awareness of the purpose behind the fun in every lottery game, with “good fun” holding a double meaning that communicates both the fun aspect of playing the lottery and the contributions made to Florida students each time you play.

At a time when concerns such as the economy make moments of joy and giving back all the more meaningful, The Florida Lottery’s brand focus is on playing responsibly, playing for fun and highlighting the good that can come of it.

The new positioning also cuts through perceptions of faceless bureaucracy often associated with government organisations, humanising and celebrating the real department of good fun (the people who work at the lottery) for their meaningful work making fun games that do good things for the state.

The first campaign under this new positioning features a cast of more than 30 people working in The Department of Good Fun, where the fun packed into every game and the good the lottery does is visually represented by a whimsical office environment. With the majority residing in Florida, PPK carefully chose the talent in the spot to accurately represent the state’s diverse communities and filmed in both English and Spanish to reach the state’s large Hispanic population. 

The work began rolling out on October 2 on TV, digital, OOH, social, banner, radio (including live reads), interactive kiosks and 3D-style DOOH across the state of Florida. A custom Snapchat lens offers an interactive way for consumers to identify their playstyle and increase exposure to the new tagline.

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“As long-time partners of The Florida Lottery, we were floored when they challenged us to evolve the brand’s positioning. We spent over a year doing thorough research to understand the market, align with internal values and ensure that the messaging would resonate with the lottery’s vision and audience. “The Department of Good Fun” strikes a balance between the excitement and entertainment of the lottery and a deep commitment to education in Florida and playing responsibly. It’s a wonderful opportunity to create a platform that conveys the fun, trustworthy and purpose-driven nature of the Lottery — and it will continue to grow and evolve with the needs of players and stakeholders.” - Joanne Martin, Group Account Director, PPK