Australians invited to ‘Win Their Way’ with new Deaf Lottery brand.

Deaf Lottery has unveiled its new look, marking an exciting new chapter in its fundraising journey for Deaf Connect. This rebrand spotlights the positive outcomes made possible for Deaf Australians through the Deaf Lottery, while also highlighting the flexible prize structure that sets it apart.

Developed in collaboration with Brisbane based advertising agency nextThursday, the rebrand introduces exciting new changes to the overall creative direction for the Deaf Lottery – including a bold new logo and a national campaign across TV, radio, print, and digital platforms. 

As Deaf Connect’s major fundraising arm, the Deaf Lottery plays a vital role in supporting essential services and programs which empower Deaf Australians nationwide. 

Supporters of this charity Art Union Lottery have their chance at the $800,000 major prize eight times a year. It’s the only lottery in Australia that allows winners to take home a prize of their choice with the remainder as cash and gold bullion. This new look for the brand will coincide with Lottery number 223, opening Monday 16 June. 

Deaf Connect CEO Brett Casey stated that the rebrand is designed to future-proof the Deaf Lottery, ensuring it continues to set itself apart, engages core audiences, and builds lasting support well into the future. 

“For over 30 years, the lottery has been a powerful vehicle for change. It has enabled us to share the story of the community we support, build opportunities for Deaf Australians and deliver critical services across the country. As we look ahead, we want to ensure that all Australians know who we are, what we do, and who we stand for,” Mr Casey said.

“The value of a Deaf Lottery win is now front and centre: we’re the only Australian lottery that lets winners choose the prize option to suit their lifestyle. Our launch, titled ‘Definitely a Deaf Lottery Winner,’ celebrates that freedom with a bold and playful look at the unexpected, and often extraordinary, choices that only this kind of lottery allows. 

“We want all Australians to appreciate just how life-changing a Deaf Lottery win can be. We’re incredibly excited to share this new chapter with the nation.” 

Deaf Connect Head of Marketing and Sales, Ian Harvey Ross says that the work with nextThursday had been a valuable creative partnership.

“The team at nextThursday helped us frame what we already knew internally; that the Deaf Lottery stands apart because it gives people the chance to win their way. Their support allowed us to reposition our prize offer in a way that’s clear and compelling: it’s not just about what you win, but how our prize has been tailored to every one of our major prize winners.

“Our winners have chosen to take home a car – or multiple, home renovation packages, new builds, caravans, dune buggies, the flexibility is what makes our Deaf Lottery unique.”

You can see the new brand from 16 June – along with a fresh lottery offering an $800,000 first prize.