The objective of this campaign was to develop a novel and relevant way to promote Week For Life, a fan-favorite family of Scratch-Off games. The best thing about the Week For Life Scratch-Off games is that they have prizes of up to $5,000 a week, for life. This means winners keep winning for the rest of their lives. And the longer they live, the more they win. The Florida Lottery decided to leverage this unique winning proposition through promoting wellness and longevity among the players.
