The campaign's visual elements were designed to make the connection between playing Jogos Santa Casa and supporting societal causes clear. Alongside physical campaigns, we created a mock-up of an interactive website that lets users easily see where their money goes. By typing in a specific cause, like "firefighters," the tool would show exactly how their contribution through games like Euromilhões helped support those who are most in need. This personalized approach was key to transforming the way people viewed their participation, shifting the focus from gambling to giving.