The Toronto Maple Leafs are bad. Like, really, really bad. They haven’t won a Stanley Cup since 1967 and this won’t be the year they break the streak. Fan frustrations have boiled over like never before. How many jerseys have now been thrown onto the ice? I’ve lost count.

I’m enjoying an extended working vacation at the moment. It feels like I’ve been away from home forever and the Leafs haven’t won a single game since I left.

Toronto freight transportation company Scout Logistics is looking to harness some of this negative energy and turn it into a positive. The company has decided to have a little fun with Leaf fan frustrations while also chipping in money towards a good cause.

To that end it has launched the Not In Our Lifetime campaign. Here’s how you play along, it’s simple. Take a selfie wearing (not throwing) your Leafs jersey, while holding a sign with your birth year on it. Include the hashtag #notinourlifetime.

Scout will donate $5 for each of the first 5,000 people to play along, up to a total of $25,000, to the Alzheimer’s programs at Toronto’s Baycrest Health Sciences. The best ones will be posted at www.NotInOurLifetime.org.

If the Leafs make the playoffs this year, Scout will donate another $25K. But I have a feeling they won’t have to pay out on that last bet.