Hockey 4 Youth conducts curse campaign
By Derek Winkler
The Hockey 4 Youth Foundation has begun a campaign called “Toronto Sports Curse” intended to raise awareness of its youth hockey programs. Developed by Leo Toronto, the effort makes use of a website at <http://www.curse4kids.com>. For each donation to the site, the organization will arrange for Toronto residents to “curse” a sports team of the visitor’s choice with the city’s purported bad sports luck. The promotion also includes social media and digital video content, influencer activities and exposure through sports media and podcasts.
“The Toronto sports curse is no urban legend,” said Kohl Forsberg, executive creative director at Leo Toronto. “It’s very real and us Torontonians feel it season after season. Now, we’re channeling that heartbreak so that our pain can at least put some joy into the world.”