The campaign, created by greenroom@momentum, aims to raise awareness of the £23bn raised by Lottery players for Good Causes since the lottery began.
The National Lottery, which launched in 1994, raises around £25m a week for good causes across arts, sport, heritage, charities, health, education and the environment.
The ‘Viral Nation' competition invites members of the public to submit their idea for a viral video to celebrate what Lottery funding means to them.
The winning idea will have their film produced and directed by BAFTA Awardd Winning film director Nick Hamm and distributed across the internet.
The competition is being promoted through a viral ad starring Danny Wallace, and also includes a Facebook group and dedicated YouTube channel.