Annual Holiday Lottery Campaign
This year’s campaign is on track to receive more than 15 million impressions across all campaign ads!
OPGS is excited to continue its partnership with the Massachusetts State Lottery on another successful Annual Holiday Lottery Campaign. The campaign, which is currently underway, leverages various media channels to raise awareness among parents and caregivers that lottery tickets are not a suitable gift for children.
Campaign Parameters
Objective: Spread awareness that lottery tickets are not a suitable holiday gift for children, reaching parents and caregivers during the busy holiday season.
Primary Audience: Parents and other trusted adults with children under the age of 18.
Dates Open: November 27 - December 31, 2023
Culturally and Linguistically Responsive
In 2023, the media campaign expanded to include two new languages:
English
Spanish
Chinese
Khmer
Korean
Vietnamese
Haitian Creole (new)
Portuguese (new)
Advertising Channels
The campaign utilizes the following channels to reach target audiences:
Digital display ads (e.g. website banner ads)
Facebook and Instagram ads
Dedicated web page
Physical ads (e.g. posters) at convenience stores / gas stations
Print ads in Chinese, Khmer, Korean, and Vietnamese language publications
Key Results
The Annual Holiday Lottery Campaign is currently underway! OPGS anticipates more than 15 million impressions across all media channels, including the following estimates:
More than 11 million impressions on convenience store and gas station ads
More than 3.7 million impressions on digital display ads
More than 700,000 impressions on Facebook/Instagram alone (including launch ads)
Reach 83,000 print subscribers in multiple languages
Want to learn more? Check out our website at mass.gov/orgs/office-of-problem-gambling-services
© 2026 MA Office of Problem Gambling Services
