Scarborough Health Network Foundation (SHNF) is wagering on the generosity of Ontarians with a sportsbook-spoofing campaign.

“Bet On Us” asks potential donors to place “over/under” bets on things like the number of babies born or surgeries that will be performed on Giving Tuesday, which falls on Dec. 3. It is in part inspired by “Drake’s curse,” which famously saw the rapper getting carried away with his wagering over the Copa America match between Canada and Argentina (which Drake lost).

Kyla Tymchen, the foundation’s associate director of marketing and communications, says that statistically speaking, the foundation has discovered women are more inclined to be philanthropic, especially those of an older demographic. The campaign is designed to broaden that appeal to young men, for whom sportsbooks are a popular form of entertainment.

Tymchen tells strategy that the campaign, which was created by agency partner Lifelong Crush, encourages people to make a one-time donation and then to convert them into something more sustained. “A lot of people think it’s fun and a way to differentiate ourselves amidst the clutter of Giving Tuesday,” she says.

A visitor to the “Bet On Us” microsite will see stats like how SHN’s birthing centres expect to deliver over 6,000 babies this year, while reinforcing the Scarborough Hospital Network Foundation’s underdog message that the city accounts for 25% of Toronto’s population but receives only 1% of hospital donations.

The campaign is also being supported by Scarborough sports personalities like Paralympian Marissa Papaconstantinou, who was a SHN patient through her childhood. She is joined by former Raptor Jamaal Magloire and former professional soccer player Dwayne de Rosario, as well as athlete Andre de Grasse, sports commentator Kayla Grey and influencer Sam Ibrahim.

In addition to the “betting” site, the campaign is supported by OOH, social and digital media, CRM, as well as PR. Lifelong Crush worked alongside partners Hype PR, True Media and Stella!