IN NEW YORK, GAMING AD PROGRAM SHIFTS TO EDUCATION FOCUS :AWARD-WINNING HUMOR SPOTS FALL VICTIM TO PATAKI SOCIAL MESSAGE

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The New York State Lottery is hoping to change its image-by breaking a "serious" ad campaign and bringing on board more agencies.

Under political pressure to provide more than the lure of instant riches, the lottery is turning from humorous, award-winning advertising to a focus on social benefits. Governor George Pataki in April denounced past lottery advertising and urged officials to highlight educational support.

INTERNET LINK CITED

The lottery's latest commercial promotes a program to wire 5,000 libraries and 4,000 schools to the Internet. The new image spots should get about $7 million in ad support..

Three additional spots in this vein are set to break in early fall.

These ads, created by lottery agency DDB Needham Worldwide, New York, will run in conjunction with existing lottery advertising. The remaining advertising will focus on the games, albeit in a somewhat less humorous fashion.

DDB Needham just reached the end of a three-year contract with the lottery and has been awarded the first of two one-year renewal options. Sources say a review is possible next year.

EXTRA STATE SHOPS

However, the lottery sent out requests for proposals to add four agencies to provide community support in the western, central, upstate and Long Island regions of the state. DDB Needham will provide support for the New York City and Westchester areas.

The selection decision will be announced Sept. 25. Those agencies, after working with the lottery and DDB Needham for a year, may be asked to participate in a review process.

Last year, sales of New York lottery tickets hit an all-time high of $3.6 billion. New York spent $30.6 million on advertising last year and is expected to spend about $27 million this year to advertise the lottery.

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