Plan International Canada - "Caught Red-handed"

This Giving Tuesday, Scarborough Health Network Foundation (SHNF) is inviting Ontarians to reimagine hospital giving and think of their donation as a “bet” on a sure win.

With the launch of betonus.ca, SHNF is inviting GTA population to place Over/Under bets on hospital care and services this Giving Tuesday around how many babies will be born on Tuesday Dec 3, 2024 or how many surgeries will take place. Inspired by Drake’s love of betting on the underdog, the campaign poses the question - “how often is betting on the underdog a sure thing?”

After a bet is made, a betting slip is provided for betters to post on their social channels, like Drake does. The care statistics will be revealed on Wednesday December 4, the day after Giving Tuesday.

The campaign created by SHNF creative agency Lifelong Crush is being supported by much loved Scarborough sports personalities like Paralympian Marissa Papaconstantinou, who was an SHN patient through her childhood. She is joined by former Raptor Jamaal Magloire and former professional soccer player Dwayne de Rosario, along with influencers like Andre de Grasse, Kayla Grey and Sam Ibrahim.

“Giving Tuesday is a crowded and busy donation period, and we wanted to remind Torontonians that everybody wins when you bet on SHN, so when Lifelong Crush came to us with this idea to bring the capitalize on the trend of sports betting, we jumped on it,” said Jennifer Lee, Associate VP, Marketing & Communications at Scarborough Health Network Foundation. “Betonus.ca is modelled after popular sports betting platforms,” she added.

“SHN hospitals have long been the underdog, receiving 1% of the hospital donations in Toronto, despite serving 25% of its population, but their world-class care is a sure thing. SHN overcomes obstacles every day, but it doesn’t deter them. So this “bet” is more than a donation, it’s an investment in a community with an unbeatable track record of resilience and grit,” says Derek Blais, Lifelong Crush’s Chief Creative Officer. Adding, “And Drake if you're listening, it's not too late to bet on a sure win”.

In addition to the “betting” site, the campaign is supported in OOH, social and digital media, CRM, along with PR. Lifelong Crush worked alongside partners Hype PR, True Media and STella!.