Creative for a Cause: Learn More and Apply Now

We're challenging the next generation of PR pros to put their creativity and imagination to work in support of First Book Canada.

Calling all aspiring PR professionals! Craft is inviting public relations and communications students from across Canada to participate in our second annual Creative for a Cause challenge – and this time, in person! Taking place on Friday, March 17 and Saturday, March 18, this 24-hour hackathon-style competition will challenge teams of students to put their creative thinking skills to use in support of First Book Canada - and compete to win a grand prize of $5,000.

Interested? Apply here! Applications close on February 13 and selected teams will be notified by February 17. Good luck!

Please note that each team should identify a team leader to fill out the form and act as the primary contact with organizers.

How it’ll work

Teams of 2-5 students can apply. Each team will receive the same brief from First Book Canada and have 24 hours to develop the most creative (and effective!) communications plan to present to a panel of judges. 

The best part? Participants will get to work with some rockstar Craft team members to develop their plans, and one winning team will walk away with a $5,000 prize. First Book Canada will also receive a $5,000 honorarium to implement the successful communications plan. Plus, all non-winning teams will take home a $500 honorarium just for participating.

Teams will be briefed virtually on March 17 and final presentations will be held in-person in downtown Toronto on March 18.

Want to learn more? See below for details & frequently asked questions. 

Who is First Book Canada?

Did you know that 1 in 4 Canadian households don't have a book in them? First Book Canada aims to address that issue by creating equal access to quality education — making everything from brand new, high-quality books and educational resources, to winter coats, and backpacks, more affordable to its member network of more than 10,000 educators who exclusively serve kids in need.

Since 2009, First Book Canada has distributed more than 10 million books and educational resources to programs and schools serving children from low-income families in Canada, reaching hundreds of thousands of children every year.

Frequently Asked Questions

When is the Creative for a Cause Challenge?

  • The challenge will take place over a 24-hour period from March 17th 2023 beginning at 12 p.m. EST - March 18th 2023. Teams will present in 20 minute increments between 2-5 PM on March 18 in person.

Who is qualified to register?

  • Anyone with an interest in PR who isn't working full-time in the industry! Of course, PR students are welcome and encouraged to enter - but you don't need to be enrolled in a formal PR program in order to participate.

Where will the challenge take place?

  • Friday, March 17: The briefing call will be held virtually via Zoom beginning at 12 p.m. EST. The 24-hour challenge will then start at 1 p.m. EST.
  • Saturday, March 18: In-person downtown Toronto. We’ll ask teams to arrive at 2 p.m. EST.

How are teams chosen?

  • Teams will be evaluated by Craft PR and the judging panel when the posting closes on February 13th. Selected teams will be notified by February 17th.
  • Be sure to show your creativity in your application! We're looking to understand why you want to participate in this challenge, and what sort of creative thinking you'll bring to the table.

How many teams will be chosen?

  • A maximum of six teams will be chosen to participate.

What are the responsibilities of the team leader?

  • To ensure consistency in communication, each team will designate a team leader to fill out the application form and act as the main point of contact in the lead up to the event. 

Have more questions? Please contact for more information on the event or registration process.


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About Craft Public Relations

Craft was built on a simple philosophy: communications is not a commodity. Organizations operating today need more than a PR agency. They need a communications partner who deeply understands their brand, their business and their story. That’s what Craft offers. Craft provides communication strategy, media relations, influencer relations and social media services for consumer brands in Canada.


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