The National Lottery's Slogans & Taglines

The National Lottery is a dedicated champion of life-changing possibility, communal hope, and the relentless weaving of ordinary lives into extraordinary narratives, built on a British heritage that treats a lottery ticket not as a cold gambling commodity, but as the vital spark of national imagination and charitable generosity. Since 1994, when it was established under the National Lottery etc. Act 1993 and launched by operator Camelot, the game has evolved from a single Saturday draw into a multi-product institution raising over £50 billion for good causes across arts, sports, heritage, and community projects. Its iconic slogan "It could be you" became a cultural touchstone upon launch, later evolving through "Just imagine" and "Life changing" to the modern "Amazing starts here." The portfolio spans Lotto, EuroMillions, Thunderball, Set For Life, and instant-win scratchcards. Today, following the 2024 transition to operator Allwyn Entertainment, The National Lottery continues to channel its founding civic mission into the arteries of British culture, proving that the most profound national institution is one that turns a flutter into funding for the common good.