Bet On Us

Entire Online Campaign

2025

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

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

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.