The Health Lottery, which was 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.
Cirkle will be responsible for ensuring a strong presence in b2b media at launch after winning a competitive pitch.
The agency will communicate to the 40,000 Health Lottery retailers throughout Great Britain, providing advice, support and information through print, online and face to face channels.
The campaign will include media relations, trade press advertising, retailer incentives, managing the retailer website and ongoing dialogue direct to retailers.
The Outside Organisation is understood to be handling consumer PR around the launch and runs a press office for the Desmond-owned Channel 5.
The draw will be shown in adverts on Saturday nights from 8 October on both ITV1 and Channel 5, hosted by Eamonn Holmes. Tickets will cost £1, with about 20 per cent of the proceeds going to health-related good causes.
Cirkle has also announced new business with the NSPCC, Cross Pens, Vion Foods, Lyons Seafoods and Pig In a Poke. Alongside the Health Lottery, the agency said these accounts were worth in excess of £350k combined fee income.