ONCE launches Social Lotteries campaign

When an ONCE player and an ONCE vendor meet, good things always happen.

Developed together with Ogilvy Spain, the campaign highlights how this everyday interaction drives a social action that benefits society as a whole. This idea forms the basis of ONCE’s new communication platform for its lotteries in 2026.

The project is built around a simple insight: the impact of ONCE lotteries does not end with the game itself. Every ticket purchase activates a unique model in which the excitement of playing drives tangible social action, generating opportunities for the inclusion of people with disabilities. Based on this premise, the campaign pieces focus on the encounters that take place every day across cities and towns between players and vendors. Through interconnected stories, the campaign shows how a familiar and everyday gesture can trigger real impact in areas such as employment, sport and personal autonomy for people with disabilities in Spain. A message that is also reflected in the role of ONCE vendors themselves, who represent one of the clearest manifestations of inclusion for people with disabilities.

“We liked the idea of elevating a moment that, because it feels so everyday, often goes unnoticed. The moment when an ONCE vendor and a player meet on the street. Because it is the beginning of a chain of events that starts with the purchase of one of the organisation’s lottery products and ends up improving the lives of thousands of people,” explain Ramiro Alda and Jorge Calvo, Creative Directors of the campaign.