The Campaign which began back in 2003 to raise awareness about the risks of youth gambling, provides materials and messaging for lotteries and non-lottery organisations to communicate responsible gambling around the holidays and all year long. It educates communities on the risks of buying lottery tickets for children.
In 2021, the campaign theme changed to a general Gift Responsibly message. While the campaign continues to focus on the holiday season, the name changed to enable lotteries to expand the responsible giving messaging for all the occasions where children might receive lottery tickets as gifts (e.g., birthdays, graduations, etc.).