The Heart and Stroke Foundation of Ontario is giving Ontarians 365 chances to win five large. On Oct. 14, it launched its new Calendar Lottery through which, for $25, participants have a daily chance to win $5,000 all year long.

The foundation announced the lottery at an event at Yonge Eglinton Square in Toronto, speaking about the effect it will have on bolstering research into preventing heart disease and stroke. It was complemented with a dance performance of Neil Sedaka’s ‘Calendar Girls’ by a flash mob consisting of online influencers, a video of which will be posted on YouTube. The perennial lottery is also being supported with a promotional campaign, developed by Ogilvy Toronto, with media handled by Mindshare, which includes print ads and a TV spot, currently in market.

‘The Heart and Stroke Calendar Lottery is supported by an integrated mass media strategy, that is helping us reach high levels of awareness and comprehension,’ Petra Scott, senior marketing manager, Lottery, Heart and Stroke Foundation, tells MiC.

‘The innovative promotional strategy implemented for our launch – which included PR, flash mob event, and social media – was chosen to leverage media across Ontario to quickly drive awareness around new lottery, and to help amplify excitement at the grassroots level.’

Other prizes include a weekly $10,000 cash prize, a monthly $100,000 cash prize and 12 other bonus holiday jackpots of $30,000, as well as an early-bird cash prize of $250,000. All lottery numbers are immediately returned to the drum after each draw, so one could potentially win in more than one occasion throughout the year.

Tickets will be on sale until Dec. 20 at midnight. The deadline for the early-bird draw is Dec. 15.