In Puerto Rico, the Puerto Rico Lottery Bureau, led by Secretary Heidi Hernández Olivo, launched a campaign called 'Aquí se juega' to attract people to buy Traditional Lottery tickets. The initiative aims to highlight the ordinary draws of the Traditional Lottery and its roots in Puerto Rican customs. The campaign features different scenarios where games are part of daily life, such as basketball courts, baseball parks, domino tables, and board games like chess and brisca.
It also incorporates activities like billiards and darts, which have been present in moments shared with family and friends across generations. The campaign recognizes the importance of lottery ticket vendors, who have a close relationship with their customers. According to Hernández Olivo, the campaign seeks to highlight how the Traditional Lottery continues to be part of Puerto Rican customs and to preserve the interest of younger generations in the lottery.
The campaign will be disseminated through various media outlets and concludes with the message: 'Here we live. Here we dream.