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IWK Childrens Hospital
The IWK Childrens' Lottery faced two main challenges with in 2009 - first, the IWK Lottery was an underdog facing an established and well-respected lottery from another health centre in the market. This fact led to confusion among the target audience. The target did not know which health centre they were supporting. The "Everyone loves a happy ending" campaign has already began to attack these challenges. In fact, the previous supporter campaign has already seen sales almost double since the launch. Now that's a story worth telling.
