Introducing #ArtLotto: Turning a game of chance into a game that gave Filipinos a chance to educate themselves, and each other on art. Through a lottery where they didn’t have to buy a ticket to play for the jackpot. All they needed to do was: take a photo or video of any form of art in the Philippines, hashtag #ArtLotto and post it to your social media page. Every entry was assigned a lotto number, drawn electronically for the jackpot

Every post became part of an online gallery of Filipino art. Turning the social savvy Filipinos into ambassadors of Filipino art. And turning the duration of the campaign into Filipino art consciousness months?

ArtLotto was launched on social media on October 15, 2015. Our goal was simple: To make Filipinos join this game that turned a game of chance into a game that gave them a chance to educate themselves, and each other.

The game was simple: Take a photo or video of any form of art in the Philippines

Hashtag #ArtLotto and post it to your social media page.

This is almost effortless in a country known to be the social media capital of the world and where the abundance of free social media telco promos made social media easily accesible to majority of Filipinos.

ArtLotto got the nation talking on TV, on print, in blogs, in social media, in schools, and got the most influential artists to support it on their social pages. All with zero advertising budget.

The campaign received a total of 18,192 image entries from all over the country and garnered over 8,000,000 pesos worth of free press coverage reaching over 61,000,000 Filipinos. Organic reach excessed 10,000%.

The campaign got the nation talking on TV, on print, in blogs and sparked debates and discussions on social media and in schools, which in turn led to further education on art appreciation. Visuals artists, dancers, theater performers, film actors, poets, playwrights, musicians, filmmakers, gallery owners, including art professors rallied behind the campaign, freely donating their time in videos to encourage people to join and educate them on art.

This campaign succeeded in bringing art to more Filipinos, invited them to go to more art galleries and museums, and encouraged them to educate each other on art. Most importantly, the campaign made Filipinos a lot richer than any other lotto could.