When Siddall began working with the Virginia Lottery, nearly three out
of four Virginians had purchased a lottery ticket at least once in their lifetime, but less than half of that number played regularly. In addition,
one out of four citizens of the Commonwealth disapproved of state-supported gaming.
Since the Virginia Lottery is a state enterprise, its continued success depends on the support of all Virginians. Research revealed, however, that the most influential segment of the population —“opinion leaders”— essentially did not play at all and felt they did not have enough information to support the Lottery.
Opinion leaders are defined as the best-educated, most-influential and
most-trusted segment of society. They simply did not know “where the Lottery money goes” or how the Lottery benefited the citizens of the Commonwealth — information essential to their support.