The Luckiest, operating in partnership with the National Lottery Authority’s Caritas Lottery, has kicked off its fourth season with a revamped reward structure and a commitment to channel half of its earnings back to participating communities and stakeholders.
Under the new plan, any ticket purchase totaling at least GH¢100 guarantees participants a gift. Purchases in multiples of GH¢100 qualify for corresponding gift opportunities, so a GH¢1,000 spend earns ten chances to redeem household items such as televisions and refrigerators.
Tickets are bought via the 712# platform, with buyers receiving a confirmation from their telecom provider and a separate message from The Luckiest detailing the purchase amount, ticket number and the community linked to the ticket. The first gifts will be available from October 10.
Managing Director Dennis Adutwum said the season will blend consumer rewards with a broader programme aimed at returning value to the communities involved. “The new structure is intended to encourage participation while ensuring that communities also benefit alongside individual winners,” he explained.
CSR Lead Angela Bamford highlighted the company’s shift from one‑off donations to projects designed for long‑term impact. “Our CEO has set a clear and ambitious goal: 50 percent of everything that The Luckiest makes should go back to stakeholders,” she said. The 2026 CSR programme will focus on education, sanitation, public health, agriculture, vocational training and emergency services, including scholarships for university students and community learning facilities.
Season 4 will also feature increased marketing and brand activation. Last year the initiative partnered with musicians Wendy Shay and KAMIDO and staged events such as a Cape Coast concert and sponsorship of the Rapperholic event. Participants can now choose or be randomly assigned a community, reinforcing the promotion’s community‑based model.
Bamford stressed accountability, urging stakeholders to track project numbers, handovers and usage data to ensure lasting impact. “The Luckiest is committed to impact that lasts,” she affirmed.
With its new reward structure and community‑centric CSR agenda, The Luckiest aims to deepen engagement and deliver measurable benefits beyond individual winners.
