Spreading the Good Word - Arizona to Loto-Québec
- Insights Online
- 1 day ago
- 21 min read
By NASPL Insights
Published April 22, 2025
As noted in the introductory article of our special focus on beneficiary awareness, there are many diverse recipients of lottery revenues. Depending on where the money goes, however, lotteries may or may not have an easy task in creating beneficiary awareness campaigns.
For some, awareness comes in the form of celebrating the students who receive lottery scholarships, or the natural resources being protected with lottery funds, or the seniors who rely on programs and services. For others, whose beneficiaries are important – but not easily defined or spanning multiple programs – awareness can be more of a challenge.
Yet lotteries are creative, and many turn to sponsorships to spread the word. For example, they might work with sports teams or festivals and events in their jurisdictions. In fact, a common theme in the responses to our inquiry about beneficiary awareness is community involvement. Lottery proceeds may go to “the government,” but every resident can feel the impact of lottery revenues in one way or another.
Thirty-four lotteries across North America provided insights into their strategies and campaigns to promote awareness of the good things they do for their communities. As you browse through their responses (edited for space and clarity), perhaps you will find some good ideas that will translate well to your own jurisdiction.
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Arizona Lottery
At the Arizona Lottery, we believe every ticket sold is an opportunity to create a lasting impact. In FY24, we generated over $1.52 billion in sales, leading to $314 million reinvested in vital state programs and $103 million in commissions earned by retailers, helping local businesses thrive. Through select awareness strategies, partnerships, and retail activations, we continue to amplify our mission of giving back for the public benefit.
To enhance public understanding of how lottery funds support Arizona, we’ve launched strategic initiatives to spotlight our beneficiaries and their meaningful work. One of our most effective approaches has been leveraging earned media to elevate beneficiary stories with credibility and reach. Rather than relying solely on paid placements, we’ve prioritized authentic, newsworthy partnerships and campaigns that generate organic coverage. This not only increases visibility but builds trust in the Lottery’s mission and financial stewardship, by creating moments that resonate with local audiences. Examples include:
Nonprofit Partnerships. We’ve collaborated with key organizations that align with the Arizona Lottery’s four funding pillars (higher education, health and human services, business and economic development, and environmental conservation) to showcase how lottery dollars make a difference, often providing grants to further the work of these organizations. A small sampling of the groups we’ve worked with includes Arizona State University College of Nursing & Health Innovation, The Foster Alliance (supporting the health and well-being of children in foster care), Desert Botanical Garden (raising awareness about environmental conservation), Habitat for Humanity Central Arizona, Northern Arizona University (supporting educational opportunities for Indigenous students), and State Forty-Eight (promoting small business growth and economic development).
State-Mandated Beneficiary Awareness. We actively promote the work of our 17 mandated beneficiaries, including the Arizona Department of Game and Fish. For example, we recently highlighted the Adopt-A-Desert-Tortoise program, aligning with World Wildlife Day, to showcase how lottery funds contribute to wildlife conservation.
Gives Back Campaigns. We launched the Gives Back section in The Register, our retailer newsletter, to help retailers understand the impact of lottery sales. A new Gives Back flyer will be distributed this summer to reinforce this message further. We implemented an evergreen strategy to educate our Players Club members about our mission and to share stories of Lottery dollars at work on our loyalty platform. Monthly stories of how the Arizona Lottery Gives Back are included in The Winsider, a monthly e-newsletter.
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Arkansas Scholarship Lottery
Since 2009, the Arkansas Scholarship Lottery (ASL) has raised more than $1.4 billion in proceeds for Arkansas students, funding more than 822,000 college scholarships awarded by the Arkansas Department of Higher Education (AHDE).
Strategy. Our beneficiary strategy is designed to engage both traditional and nontraditional students seeking to enhance their educational opportunities at universities and vocational schools, or through college courses offered in high schools. This initiative has been implemented through targeted advertising, strategic outreach, and various sponsorship opportunities. Creative assets are developed featuring actual scholarship recipients using both static and video, where they briefly tell their stories. These creative assets are placed in multiple media platforms based on geographic location. For example, creative assets featuring a scholarship recipient from Northwest Arkansas are placed in media in that area of the state to emphasize the local message. Local rural media platforms are included in the plan to reach the 41% of residents in the state who reside in smaller communities with limited internet access. Social platforms include Facebook, Instagram, Snapchat, LinkedIn, and X. Advertising includes creative assets for both English-speaking and Spanish -speaking audiences.
Google Analytics indicates that ASL user acquisition is predominantly in the news and sports sectors. This year, we were presented with opportunities to advertise at reasonable rates statewide in the pregame time slots for the Super Bowl, as well as the March Madness Sweet 16 and Elite Eight ballgames, so we jumped on the opportunity to run a beneficiary spot, “The Power of a Dollar.”
Sponsorships. We engage in strategic partnerships with universities, professional sports leagues, and community organizations around the state to reach students and their parents through activations that include pregame social media contests, on-field contests, interactive booths featuring games, in-game advertisements, and live media interviews. The sporting events included in this outreach are football, basketball, soccer, and baseball.
Outreach. We work closely with AHDE to enhance the promotion of lottery scholarships through various outreach initiatives, publicity efforts, and organized events. We participate in events targeted toward college-bound students and their parents, such as high school assemblies and after-school presentations. At suitable events, the ASL hosts space in its interactive booths for ADHE representatives who are equipped to answer specific questions from scholarship applicants. The ASL also partners with ADHE for events for students who are attending two-year colleges. In addition, the ASL Executive Director frequently makes presentations around the state that emphasize our beneficiary message. Many of these presentations are to civic organizations and leadership classes at Chambers of Commerce throughout the state. This presentation includes comprehensive information regarding the scholarships and how students can take advantage of these opportunities.
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Atlantic Lottery
Atlantic Lottery was created to benefit Atlantic Canadian communities and for almost 50 years we’ve been sharing that message with our players and the general public so they know they can be proud to know what’s played here, stays here.
One of the primary messages we share is that 100% of our profit is returned to the four provincial governments every year to help fund important services we all use, like education, health care and infrastructure projects. Since 1976, that has totaled more than $12.3 billion to help build a stronger Atlantic Canada.
We regularly develop campaigns to improve awareness of Atlantic Lottery’s game-changing impact in the region. The most recent example is our current “Beyond the Game” campaign, which launched in January and is designed to communicate Atlantic Lottery’s story and ensure our social purpose is understood by Atlantic Canadians. The campaign features a landing page, traditional media (TV, radio and billboard), digital signage at retail and social media (Facebook, Instagram LinkedIn, etc.)
Another tool we use to demonstrate Atlantic Lottery’s positive impact in the region is called the Lottery Dollar, a pie chart that shows how our revenue is spent and where the money goes, including the amount of profit, prize money for winners, retailer commissions and operational spend in Atlantic Canada. This shows that the vast majority of our revenue – 91% last year – stays right here in our region to the benefit of our communities. This illustration is a feature in Atlantic Lottery’s annual report and is often shared in other advertising and social media content throughout the year.
We also regularly highlight on social media that Atlantic Lottery supports more than 100 grassroots events each year that have important cultural, social and economic impacts across the region. Our Community Festival and Events Program demonstrates to our players and the general public alike our commitment to building a stronger region by giving back to our communities. Our players love hearing about these partnerships with events big and small – especially when they come with a social media contest or a chance to win passes or travel to events in our region. But whether they’re organizing or attending an event, this program helps show Atlantic Canadians another way we help to build a stronger Atlantic Canada.
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British Columbia Lottery Corp.
In FY24, BCLC generated $1.5 billion in net income for the Province of B.C., which distributes the funds in many ways to support essential programs such as health care and education. Funds are also distributed to non-profit organizations, local governments and First Nations governments. BCLC builds on this with community outreach programs that demonstrate our commitment to B.C. communities. These programs focus on building key relationships and establishing two-way dialogue between BCLC and community partners to establish and build trust in the organization as a corporate community partner.
They also help us build awareness of BCLC throughout B.C. communities – specifically communities that host our casinos – through support of community organizations and events. We select sponsorships that help us best serve our players and communities, deliver on our entertainment promise and align with our social purpose – to generate win-wins for the greater good. Typically, we partner with sports and arts and culture organizations.
Examples of BCLC’s community outreach and sponsorships include our Community Ticketing Program and Community Heroes Program. The first offers tickets to sports and arts and cultural events to non-profit organizations that may not otherwise have access or the opportunity to attend events in their community. The ticket recipients also have the potential to use the tickets as a fundraising asset for their organization. The second celebrates individuals who selflessly give back in their own communities and brings them together for a special night of recognition. This past year we recognized 75 community heroes through our partnerships with the Vancouver Canucks and Abbotsford Canucks, recognizing the efforts of community volunteers, bringing awareness to their volunteer community organizations, and inspiring others to take action.
Our headquarters are in Kamloops, and on February 8, 2025, at the BCLC Kamloops Blazers game night, Blazers fans were encouraged to bring donations to Sandman Centre for the Y Women’s Emergency Shelter’s start-up baskets, which include essential household items like can openers, cutting boards, toiletries and cleaning supplies. In total from the donations, 20 families would be supported from the game-night donations, making a big difference as they transition into their new homes. This partnership helped bring the Kamloops community together to show up in a big way and helped BCLC make a difference in the lives of those supported by the Y – a perfect example of our social purpose goal of creating win-wins for the greater good.
Over the past year our sponsorships included more than a dozen other events and festivals throughout the province.
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California Lottery
Over the last 40 Years, the California Lottery has raised more than $46 billion in supplemental funds for education, and over $2 billion annually for the last 3 years in a row. We believe this is worthy of highlighting across all communications channels. In January 2024, we debuted an engaging beneficiary awareness campaign – with the slogan “You Play, Schools Win” – which has featured four 8-week advertising flights so far with more coming up this year. With paid media combined with content amplification through earned and owned channels, the campaign is already proving to be very effective at either reminding Californians, or educating them for the first time, that the mission of the California Lottery is to raise supplemental funding for public education.
The campaign includes paid digital ads on social media across every region in the state. The deployed content consists of a mix of video and static creative content in both English and Spanish, highlighting authentic storytelling by featuring real public-school educators and students who have benefited from the Lottery’s supplemental funding. No actors are featured in the ads – only actual beneficiaries of Lottery funding.
Prior the campaign, we conducted a benchmark survey to establish a baseline measurement of public awareness of the Lottery’s mission. Throughout the campaign, as it expands across the state, especially with spots featuring educator testimonials, the positive reactions have grown. With a 65-to-1 positive reaction sentiment ratio across a total reach of 9.8 million Californians, this campaign enjoys a high rate of engagement. Overall, opinions of the California Lottery have seen a significant boost from those who have seen the campaign, with 71% of the general market and 82% of the Hispanic market reporting a positive overall opinion, compared to 57% and 58%, respectively, from those who had not seen any of the campaigns.
In short, when audiences see how students and teachers rely on Lottery funds, presented in this engaging, multicultural, and very real way, they engage and understand.
Also notable is the realization that much of those supplemental funds go toward helping disadvantaged students, giving them access and opportunities to pursue their aspirations. This is by far the most critical accomplishment that aligns with the state’s California For All principles.
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Colorado Lottery
The Colorado Lottery is the only lottery that gives back the majority of its proceeds to outdoors, supporting conservation, parks, trails, recreation, open space, and wildlife conservation. We also give back to education through school infrastructure projects. In recent years, we introduced the Play On tagline to our logo to promote proceeds in all that we do.
The Lottery promotes proceeds through two key programs: Starburst Awards, which run from April through September, and Colorado Lottery Conservation Month in October. Last year, we created our first Conservation Month logo that brought the month to life and was the core theme for outreach all month.
Starburst Awards are given to projects that demonstrate excellence in the use of Lottery dollars. Last year, we more than doubled the number of projects given Starburst Awards compared to the prior year, and this year we added even more – a total of 14 projects across the state for 2025. This year’s projects range from parks and recreation, open space preservation, trail restoration, stewardship youth programs, and school capital projects, collectively representing over $116 million in total project budgets powered in part by Colorado Lottery funding.
The Lottery celebrates our partnerships with organizations and municipalities at community events throughout summer and fall every year. Last year, we launched the highly successful People’s Choice Award, where the public voted for their favorite Starburst winner. This helped expand reach, engagement and education about where Lottery dollars go. We promoted the People’s Choice Award through social media contests, earned media, and through direct emails to our proceeds partners and our MyLottery player database. With more than 16,000 total votes received, the response exceeded expectations. This year, we plan to continue the People’s Choice Award and build on that momentum.
For Colorado Lottery Conservation Month, we spend the whole month activating a comprehensive multi-media campaign celebrating proceeds. We run television ads, paid and organic social media, we host events and schedule numerous media interviews for our leadership and proceeds manager. Paid media also includes out-of-home, banner ads, terminal messaging, messaging for retailers, pop-up events across the state, a home page takeover, paid radio ads, and an email campaign to our MyLottery players and through our quarterly proceeds newsletter.
During the month we also host an annual cleanup event of the Arkansas River at our headquarters in Pueblo, called Runyon to the Rez. Hosting our 7th annual event this year, we once again had more than 100 people join us to clean up this popular recreation area. We also sponsor volunteer events with our partner, Volunteers for Outdoor Colorado. For the last six years, we also received a proclamation by Colorado’s Governor, officially declaring October as “Colorado Lottery Conservation Month.”
Moving forward, we plan to expand our proceeds awareness to an “always on” campaign, with dedicated promotion of projects and proceeds every month. We evaluate proceeds awareness monthly through our Two Cents survey panel and quarterly via tracking studies with our third-party partner. We also track through reach of posts, number of media stories.
Florida Lottery
Under the direction of Florida’s Governor Ron DeSantis, and with leadership from Florida Lottery Secretary John F. Davis and Education Commissioner Manny Diaz Jr., the state is turning long-term goals into real-time impact through the Keep Florida’s Future Bright initiative.
This statewide campaign aims to increase awareness of the Bright Futures Scholarship Program and boost participation. Bright Futures Scholarships, funded primarily by the Florida Lottery, was created in 1997 to provide Florida high school graduates with a clear pathway to postsecondary education. As part of the new Keep Florida’s Future Bright initiative, students receive vital information about scholarship eligibility, award tiers and the range of postsecondary institutions – including universities, colleges, and technical programs – where these funds can be applied.
Secretary Davis and Commissioner Diaz are putting their boots to the ground, visiting schools statewide to speak directly with students. They share their own experience and how access to education changed their lives – delivering a relatable, inspiring message that reminds students their goals are within reach.
To bring this vision to life, the Florida Lottery and the Department of Education have launched a comprehensive strategy focused on awareness, access, and funding. Key actions include:
Launching a statewide marketing strategy to promote the initiative, strengthen brand awareness and partner with communities committed to educational equity.
Creating a centralized online hub with up-to-date information on Bright Futures scholarships.
Rolling out a curriculum track beginning in middle school, paired with preparatory programs for ACT, SAT, and PERT testing.
Expanding awareness and usage of the Volunteer Connect web tool, which helps students discover and log the community service hours required for scholarship eligibility.
The Keep Florida’s Future Bright initiative is a top priority for every employee of the Florida Lottery. It reflects our commitment to providing students with the tools and resources they need to pursue higher education. We are proud to play a key role in supporting this initiative. By funding educational programs and scholarships, the agency helps remove financial barriers for students and empowers families across Florida. The initiative is not just about education – it’s an investment in Florida’s future workforce, economy, and communities.
The Vision Forward: Through this unified effort, the state is revitalizing and expanding the reach of the Bright Futures Scholarship Program. Together, we’re not only restoring the program’s original promise, we’re building a stronger, more inclusive pipeline of future scholars, skilled workers and engaged citizens for Florida.
Georgia Lottery
Since its inception, the Georgia Lottery has been dedicated to funding education, returning over $29 billion to the state to support two vital programs: the HOPE Scholarship and Georgia’s Pre-K Program. These initiatives have transformed the lives of more than 2.2 million college students and 2.2 million four-year-olds, ensuring access to higher education and high-quality early learning experiences.
To raise awareness of these beneficiaries, the Georgia Lottery employs a comprehensive, year-round marketing strategy that includes print, social media, on-site activations, television, and out-of-home advertising. Campaigns feature Pre-K students, HOPE scholars, and parents, emphasizing the billions raised and the students impacted by lottery funding.
One of the most powerful tools in our beneficiary awareness efforts is the students themselves. Through strategic partnerships with athletic programs at colleges and universities across Georgia, we align our brand directly with the educational environments we support. These partnerships provide opportunities for onsite messaging, promotional activations, annual check presentations, and direct engagement with HOPE recipients. Working with these schools, we produce compelling video testimonials from scholarship recipients who share how the HOPE Scholarship has given them financial freedom and the ability to excel. These stories are then shared across social media, bringing personal, relatable narratives to a broad audience.
Recently, during our 30th Anniversary celebration, the Georgia Lottery honored graduating seniors from several HBCUs who had maintained the HOPE Scholarship throughout their four years of college. A special luncheon recognized these scholars, and they were presented with commemorative 30th Anniversary honor cords as a testament to their achievements and the impact of the program.
Additionally, our Scholar Athlete of the Week campaign, in partnership with our draw station WSB-TV, highlights exceptional students excelling in academics, athletics, and their communities, reinforcing the Lottery’s role in supporting their achievements. Across the state, billboards showcase the billions contributed to education, and curb signs at more than 1,800 Pre-K schools remind families that Georgia’s Pre-K Program provides free early learning opportunities.
Our efforts have made an impact: 60% of Georgians recognize that lottery proceeds fund good causes, well above the national average of 48%. Many of our players say that participating in the lottery is not just about the chance to win, but also about contributing to education in Georgia. While we’re proud of this awareness, we remain committed to expanding our outreach to ensure every Georgian understands how lottery dollars support education and transform futures.
Hoosier Lottery
The Hoosier Lottery has been giving back to the state of Indiana since the Lottery’s inception in October 1989. Our beneficiaries include the Teachers’ Retirement Fund, local police and firefighters’ pensions, and the Lottery Surplus Fund, which helps to offset vehicle excise taxes. For 35 years, we’ve helped to build a Stronger, Safer, Smarter Indiana, with more than $7.7 billion benefiting every county throughout the state. We help promote this messaging all-year long in a variety of ways.
Highlighting Contributions to the State. Our Giving Back landing page provides Hoosiers with a breakdown of where the money goes across all 92 Indiana counties. By clicking on a county, you can see where the dollars go. Our give back numbers are integrated into our sponsorship and event signage throughout the year, and is promoted through on-site signage, print ads and scripts throughout the event. We hand out Scratch-offs (no value) that include factoids of our give back message in addition to coupons or tickets at events. A majority of our media interviews and winner stories incorporate our give back messaging. We utilize our media channels, including draw station partnerships, radio scripts and digital outdoor boards to integrate our giveback messaging on signage, TV spots and draw scripts through the year, with a heavier presence during “Beneficiary Appreciation Month” in May, where we align our give back message during national teacher, police and firefighter weeks. Also highlighting the message are our Retailer Playbook (our communication tool with our more than 4,400 retailers), permanent point-of-sale signage, and tunnel signage placed in government buildings.
Celebrating Hoosier Heroes. We have developed a series of beneficiary spotlights focused on telling the story of different Hoosier beneficiary heroes throughout the state. These stories link from our Giving Back landing page and are promoted throughout the year on social media. In partnership with various baseball, basketball and hockey teams, we recognize our Hoosier Heroes across Indiana communities throughout the year. We celebrate various Hoosiers in communities throughout the state by bringing them on-field or on-court at various games to help tell their story, our beneficiary give back messaging and honor their contributions to the community. This vision began in 2021 and has grown to include 10 Hoosier Lottery sports sponsorship partners. To find our Hoosier Heroes, we work with the Indiana Retired Teachers’ Association and our statewide police and fire fighter associations to recruit participants, and we also ask our employees if they know people who would fit the profile.
Idaho Lottery
Since 1989, the Idaho Lottery has returned $1.273 billion to enhance public education and the State of Idaho’s permanently owned facilities. This mission is at the core of our everyday operations. We offer four Do Good initiatives beyond our annual dividend to the state: Love Your School, Bucks for Books, Classroom Wishlist, and Scratch for Schools. These participatory ventures provide specific resources for classroom needs and libraries. These are our most active programs for beneficiary awareness – they take us into individual schools all across Idaho every single month. All of the programs our funded from the marketing budget, and are also supported by lottery VIP club members.
Love Your School. A thousand dollars can make a big difference for any Idaho school. That’s why during FY 2024 the Idaho Lottery created the Love Your School program where our players get to be the hero for the school! Using the Lottery’s VIP Club, players use their points in a sweepstakes drawing where they nominate their favorite school. At the end of each month, the Lottery selects one school at random for the $1,000 award. When it’s time to present the school with their winnings, the player is the hero and makes the presentation delivery with the Idaho Lottery.
Bucks for Books. Since it began in 2019, Bucks for Books has awarded 109 schools with a total of $275,000 for new book acquisition. We teamed up with the Idaho Commission for Libraries to deliver this year’s Bucks for Books awards. At every school, the experience is often the same. Young students become excited to see new books, often ones they’ve requested from their librarian. Bucks for Books is making a difference for early education literacy in Idaho.
Classroom Wishlist. This program awards $10,000 every month for special projects and classroom needs. Teachers and schools submit applications for their projects and those are decided upon by a committee of Lottery employees. In 2024, Classroom Wishlist enjoyed its best year, awarding a total of 76 projects worth a total of $162,103. Since the program began, there have been 279 school projects funded worth $424,190.
Scratch for Schools. Aye, there were surly-looking pirates at Scratch for Schools, matey. The spring’s swashbuckling fun featured a near record number of schools participating – 459 schools swaggered up to one of ten venues and captured over $160,000 in loot and doubloons (better known as checks from the Idaho Lottery). The competition was fierce, producing some of the most competitive scratching in Scratch for Schools history. At each event, schools receive 200 unscratched tickets – an entire package of Blackboard’s Loot, a pirate-themed ticket created specifically for Scratch for Schools (and not available to the public). They get five minutes to scratch as many as they can, and the top scratching teams receive additional funds that benefit our great causes. Now in its 23rd year, the original and longest running Do Good initiative has held 185 events and awarded more than $1.8 million for specific classroom and school needs since October 2001.
Illinois Lottery
For our good cause marketing, the Illinois Lottery supports our specialty ticket program and educational contributions to the state through an “always-on” approach, utilizing a variety of marketing channels to sustain year-round awareness and engagement.
Website awareness: The Lottery’s website showcases all causes supported by the specialty ticket individually, emphasizing their unique missions alongside dedicated pages focused on contributions to education in Illinois.
Stakeholder toolkits: Each of the 10 causes is provided with a toolkit containing customized language and visuals, empowering them to promote effectively on their own channels.
Media partnerships: The Illinois Lottery collaborates with local media partners to highlight all aspects of the Lottery – local retailers, good cause recipients, sponsorship programs etc. – within our communities.
Advertising: Every month, the Illinois Lottery engages paid digital, print and radio ads to highlight the impact of lottery funding to support good causes and K-12 public education across the state. Additionally, digital screens in retail locations showcase cause-focused content on rotation daily.
Event engagement: We leverage key events throughout the state to raise awareness and directly connect with the communities we serve.
This continuous, multi-channel strategy ensures broad exposure and ongoing support for each cause and raises awareness of the Lottery’s primary purpose – to generate essential funding to support K-12 education in Illinois.
Kentucky Lottery
The Kentucky Lottery leans heavily into its mission to fund scholarships and grants for Kentucky students and families through a robust beneficiary awareness program. In fact, since 2019, the mission’s tagline has been embedded into our company brand logo: Fueling Imagination. Funding Education.
Our achievements for Kentuckians are the driving force for our messaging – more than $5 billion in proceeds have gone to our beneficiaries and, as of January 2025, we hit another milestone with having provided educational assistance to more than one million Kentucky students. The Lottery funds seven scholarships and grants. With the majority of Kentuckians receiving money from the Kentucky Educational Excellence Scholarship (KEES), the Kentucky Lottery focused heavily on promoting this scholarship for years, to great success.
However, state leaders have recently wanted to promote an educated and skilled workforce, and our Communications team pivoted to highlighting the educational assistance programs we fund that pay for these career pathways – the Work Ready and the Dual Credit scholarships. We kicked off this beneficiary campaign in early 2024 by partnering with educational institutions and communities. Through these partnerships, we produced several beneficiary awareness videos focused on how these Kentucky Lottery-funded scholarships are creating the next generation of Kentuckians in the skilled labor workforce.
Leading up to Veterans Day 2024, we partnered with the University of Louisville to focus on military service around the Kentucky National Guard Tuition Award Program. Through this partnership, we produced a beneficiary awareness video focused on how the program provides educational paths to those who serve. We make every effort to connect our beneficiaries with our staff who work every day to ensure our mission to fund these scholarships and grants.
Now that the Kentucky Lottery has provide educational assistance to more than one million Kentuckians, we launched in 2025 our latest beneficiary awareness campaign called “One In A Million.” It provides a broader scope to highlight the million-plus Kentuckians who have benefited from the educational funding provided by the Kentucky Lottery. We started the campaign with our Kentucky Lottery family. During our all-employee meeting in December 2024, we highlighted members of our sales team, while at our next such meeting, we will be working to photograph corporate lottery staff who have received lottery-funded scholarships and grants.
Additionally, we recently partnered with the Kentucky Community and Technical College System (KCTCS) in launching One In A Million. We produced a beneficiary video from this partnership, and we are now focusing on shorter videos highlighting students as One In A Million from our connect with KCTCS. Our Communications team is also working with the Kentucky Association of Student Financial Aid Administrators (KASFAA) to identify and highlight college students for this campaign. These financial aid administrators help connect students on a daily basis with the seven scholarships and grants the Lottery funds.
Our Marketing team has evolved the Kentucky Lottery’s beneficiary awareness messaging from a focus on $5 billion provided to Kentuckians to our One In A Million campaign. We are finding success with this beneficiary messaging, but still have room to grow. According to our research team, 60% of Kentuckians who were asked in our most recent tracking study said they knew lottery proceeds funded educational opportunities for college students and their families.
We will continue to build relationships and work with an array of external partners to promote our One In A Million beneficiary awareness campaign throughout 2025, including our nine station partnerships across the Commonwealth. Each station partner will produce vignettes in their broadcasts to further educate Kentuckians about the more than one million students who have benefited from Kentucky Lottery proceeds.
Loto-Québec
While all of our profits are sent back to the government, we have specific initiatives that give back to communities. One of them is the $2 Loto-o-suivant lottery ticket. With this ticket, winners get a $10,000 grand prize and get to choose a non-profit organization to which Loto-Québec gives a $10,000 donation. The scratch ticket is available once in year in the fall, and the online version is available all year. With 50 winners each year, Loto-Québec gives back $500,000 in donations. No specific cause is promoted; winners get to choose a cause close to their heart, as long as the NPO is registered with CanadaHelps.
Loto-o-suivant is part of the program which brings together all the actions that embody our commitment to giving back to the community. For some of these actions, we are promoting a specific cause like food insecurity through a partnership with Moisson organizations. All of our initiatives are developed so that employees, customers and retailers are invited to contribute in different ways.
Loto-Québec is also one of the major sponsors of festivals and events across Québec. Through Les rendez-vous Loto-Québec, we bring people together by supporting sustainable, socially responsible events in all regions of the province. We support events that are selected based on their potential for drawing tourists and generating social and economic spin-offs for communities, as well as on actions taken to reduce their impact on the environment.
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