What If You Played? West Virginia Lottery 2023 Proceeds Campaign

Each year, the West Virginia Lottery contributes millions of dollars to programs that uplift communities across the Mountain State — with a special focus on Tourism, Education, and Senior Services.

In 2023, we set out to answer a powerful question: “What if you played?”

This wasn’t about selling tickets. It was about raising awareness — showing how Lottery proceeds make a real, lasting difference in the lives of West Virginians every day.

Real Stories. Real Impact.

Meet Betty

Our :30 TV and radio spot introduced Betty — a relatable West Virginian whose daily life reflects the impact of Lottery support:

• Staying active and connected at her local senior center
• Enjoying family time in West Virginia’s beautiful state parks
• Watching her grandchildren learn in a Lottery-funded school

Through Betty’s story, we see how proceeds from the Lottery enrich lives and strengthen communities.

Erin’s Story: A Promise Fulfilled

In a secondary campaign feature, we highlighted Erin, a recipient of the West Virginia Promise Scholarship. With the support of Lottery funding, Erin completed her education and launched a successful small business with her husband. Her story showcases the long-term, generational power of investing in our people.

Campaign Reach & Results

Broadcast Television

• 916 spots aired
• 12.1 million impressions
• 55.6% reach, 11.6x frequency

Programmatic Digital

• 2.4 million impressions
• 1,803 clicks

The 2023 Proceeds Campaign helped show what’s possible when you play — not for the jackpot, but for your neighbors, your community, and the future of West Virginia.

What if you played? You could be part of something bigger.

Learn more about how Lottery proceeds support West Virginia.