Wood helped to develop the calendar lottery and says that the unique qualities of the calendar are its selling points. You can also keep the product and hang it on the wall, rather than just having a losing lottery ticket after the draw. And cash is so much easier than co-ordinating dream homes or other prizes that take a lot of administrative work. The smaller size and scale of this particular calendar lottery seems to fit the two parties. This, however, is not the case for most of those buying the calendars.
Many buyers also give the calendars as gifts.
One of the best things about this lottery is that is does a great deal to raise awareness about lung research and about both organizations, because people can actually keep their lottery calendar even if they don't win anything. It has definitely helped us double our exposure. If the product doesn't appeal to buyers, however, it won't sell. That was where a further dimension was added to this unique partnership venture. Richard Bell, the show chairman and past president of the Professional Photographers of Ontario helped co-ordinate the calendar project, and was instrumental in securing the copyright to the pictures for the calendar.