on Rega was 15,000 times more likely than winning the lottery. This was a fact too good to ignore. A TV commercial was shot in Malaysia, dramatising these odds and the small cost of the Rega service by
comparison. The spot ended with the line: ‘Save your life for the price of a lottery ticket.’ The above the line activity was supported with a strong direct mail campaign sent to 400,000 households. The mailing
ditched the usual tick boxes in favour of a golden lottery ticket stating the aforementioned odds. The flip-side of the ticket featured a Rega membership and donation form.