Creative for a Cause: Learn More and Apply Now!
Craft Public Relations announces the return of its fifth annual Creative for a Cause plan writing competition in partnership with First Book Canada.
On January 23 and 24, Craft is inviting students and aspiring PR professionals to participate in our fifth annual Creative for a Cause challenge. In this 24-hour, hackathon-style competition, teams will tackle a real-world communications challenge and put their creative thinking to the test in support of First Book Canada - all while competing for a chance to win a grand prize of $5,000!
Interested? Apply here! Applications close on January 6 and selected teams will be notified on January 8.
Please note that each team should identify a team leader to fill out the form and act as the primary contact with organizers.
Teams of 2-5 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 they can muster before presenting it to a panel of judges.
During the challenge, participants will also have the opportunity to work directly with Craft team members to develop their plans in private mentorship sessions. Teams will receive the brief on January 23, 2026, and present in-person to the panel of judges on January 24, 2026, at a networking event hosted in downtown Toronto.
One winning team will walk away with a $5,000 prize. First Book Canada will also receive $5,000 to implement the successful communications plan - and each participating team will also receive a $500 honorarium!
Did you know that 1 in 4 Canadian households don't have a single book in them? First Book Canada aims to address that issue by creating equal access to quality education materials. From brand new, high-quality books, to winter coats and backpacks - First Book Canada’s goal is to make educational resources more affordable to its member network of more than 20,000 registered members and 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.
When is the Creative for a Cause Challenge?
- The challenge will take place over a 24-hour period from January 23, 2026 (beginning at 9 a.m. EST) - January 24, 2026. Teams will present in 20-minute increments between 1-4 p.m. EST on January 24th in-person.
Where will the challenge take place?
Friday, January 23:
- At 9 a.m., the challenge brief will be sent to your team lead’s inbox. Please ensure you check your spam so you don’t miss it!
- At 1 p.m., all team members are encouraged to join our 30-minute information session to hear directly from First Book Canada, and get answers to any initial questions.
Saturday, January 24:
- Wellington Event Venue @ The Well, 8 Spadina Avenue (map)
Head towards the Adidas store and a Craft team member will direct you to the correct location. - We’ll ask teams to arrive by 12:00 p.m. EST to attend a networking mixer ahead of the presentations at 1 p.m.
Who is qualified to register?
- PR students and aspiring PR professionals from all across Canada are welcome to apply, but must be able to attend the presentation in Toronto in-person. This can include those in continuing adult education programs with a focus on PR or communications, community organizations, and relevant clubs and committees at colleges and universities. This is meant for those entering the PR world - not current PR professionals. If you are a part-time or full-time PR employee, this competition isn’t for you!
How are teams chosen?
- Teams will be evaluated by Craft PR using a detailed scoresheet when the posting closes on January 6. Selected teams will be notified by January 8, 2026.
- 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.
Can we use AI when completing our application or plan?
- Yes! Please disclose any use of AI by including a short write up along with your submission that explains:
- Which specific AI tool(s) you used.
- How you integrated AI into your process (e.g., for brainstorming, research, editing, etc.).
- And just a reminder that while we know AI tools can be extremely helpful, your materials should reflect your understanding and effort. AI should be a support tool, not a replacement for your work.
Important note: Our team will be using an AI detector to review each application. Any application that relies heavily on generative AI will not be considered.
Have more questions? Please contact holly@craftpublicrelations.com for more information on the event or registration process.