Lottery players in North Carolina weren’t playing as often because they didn’t feel like they were winning as often. We needed to address this misperception head-on. Welcome to the Winners Club, a not-so-private club inhabited by an ever-growing population of NC Lottery winners. This was a campaign that’s successfully shored up the belief that every ticket can turn into a winning experience, and helped the North Carolina Education Lottery become one of fastest growing lotteries in the U.S.