How optimistic are us Brits? markettiers4dc and The National Lottery

How optimistic are you – is the glass always half empty or do you like to look on the bright side?

To find out, The National Lottery commissioned a report exploring optimism in the UK. The research was conducted by the Social Issues Research Centre, to find out how optimistic Brits really are.

A key finding of the Report revealed that a positive outlook is ‘contagious’ and attractive to others.

markettiers4dc were tasked with raising awareness of the Lotto Optimism Report and showcase the fact that us Brits are more optimistic than we may be led to believe.

To promote the campaign Joe Swash, former EastEnders actor, and winner of ‘I’m A Celebrity’ 2008 was spokesperson, who we conducted a series of radio and video interviews with.

The campaign was well received from media broadcasters which was reflected in the impressive coverage achieved, including a series of back-to-back interviews with BBC and commercial stations located across the UK including Heart Birmingham, Kerrang and BBC Wales, with some lengthy interviews.

We also produced a digital profiler for The National Lottery Optimism campaign which was composed of nine questions which revealed to users how optimistic they are. markettiers4dc also produced a video feature with Swash, and placed it on key websites including,,,, and more.

We also recorded an audio feature, edited into a three minute package to increase audience reach and secure coverage on different programming environments from the interviews.