Bet On Us

Cause-Related Advertising - Single

2025

Lifelong Crush, Toronto, ON
e: awards@lifelongcrush.com

Scarborough Health Network Foundation faced a growing funding gap and a shrinking donor base. So we launched Bet On Us, the world's first hospital betting platform.Inspired by sports gambling and Scarborough's proud underdog identity, Bet On Us let people bet on real hospital outcomes in which wagers became donations.The campaign contributed to SHN's most successful Giving Tuesday in history, with 45% of donations from new donors, and permanently redefined how the hospital fundraises.

Ad Agency: Lifelong Crush
Chief Creative Officer & Partner: Christina Yu
Chief Creative Officer: Derek Blais
Strategy Director: Geoff Gingerich
Creative Director: Julie Martinson, Catherine Wong
Art Director: Andee Kintanar, Daniel Ong
Copywriter: Matthew Custode
Client Success Team: Lindsay Day, Kim Hunter, Noah Faigal
Agency Producer: Terri Vegso
Director of Studio Production: Brad Kumar
Client: Scarborough Health Network Foundation
Associate Vice President, Marketing & Communications: Jennifer Lee
Associate Director, Marketing & Communications: Kyla Tymchen
Manager, Marketing & Communications: Jacqueline Vu, Melanie Anderson
Coordinator, Marketing & Communications: Akilah James, Adela, Hua
Media Agency: True Media
Associate Media Director: Claire Crombez
Client Strategist: Jordan Topan
Digital Media Agency: STella!
Managing Director: Philip King
Marketing Strategist: Lolita Osario
Manager, Digital Fundraising Innovation: Sabrina Wong
Google Pmax, Search and Grant Expert: Zahabiah Hussain
PR Agency: Hype PR Toronto Media Strategist: Erin Richards
Influencer Marketing Manager: Kayla Vaz
Director: Brigitte Kenny