In the draw held on March 2nd, 2013, for the first time in three hundred years, a really exceptional change occurred: instead of the children from San Ildefonso School, the people chanting the prizes in the National Lottery were 5 survivors of cancer . They had to train for several hours first with the same coaches as the children. We also supported this action with a TV spot, social networks and an online documentary.

With not a clue between them as to advertising efficacy, these 5 people succeeded in selling 100% of the tickets in favour of the Spanish Cancer Association. With no knowledge of the world of public relations, they made the news in all the media. And with no idea of what a communication objective might be, they made us realise how important it is to collaborate, because they are living proof that a token gesture like buying a lottery ticket saves lives.