The Health Lottery, bought by media mogul Desmond's Northern & Shell company in February, aims to raise £50m a year for charitable health causes following its first draw later this year.
The Outside Organisation continues to provide PR support around the Health Lottery. It also runs a press office for the Desmond-owned Channel 5 and handled comms around Northern & Shell's acquisition of the TV station.
However, it is now understood that a separate consumer PR agency has been sought to run a creative consumer launch campaign.
A select number of UK consumer agencies have been contacted about the brief and it is thought any appointment will follow these conversations rather than a structured pitch process.
Tickets for the Health Lottery will cost £1, with about 20 per cent of the proceeds going to health-related good causes.