Inspiring, Creating & Giving Back

Craft Public Relations launches its second annual Creative for a Cause challenge in partnership with First Book Canada

Calling all PR students! 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 they can muster before presenting it to a panel of judges. 

The best part? Participants will get to work with some of Craft's senior leaders 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 - and each participating team will also receive a $500 honorarium!

This year, we’ll brief teams virtually on March 17 and ask teams to present their plans in person to the panel of judges on March 18 at a venue in downtown Toronto.

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 7 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.

Why did we decide to tackle creativity?

Research shows that creativity has been linked to improvements in both mental and physical health and has been called the number one "leadership competency" of the future. However, here in North America, we're facing a crisis in creativity.

We’re on a mission to help every Canadian kid fully realize their creative potential - and to do it we need the passionate minds of Canadian PR students!

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 1 p.m. EST - March 18th 2023. Teams will present in 20 minute increments between 1-4 PM on March 18 in person.

Who is qualified to register?

  • PR students and aspiring PR professionals from all across Canada. This can include those in continuing adult education programs with a focus in PR or communications, community organizations), and relevant clubs and committees at colleges and universities.

Where will the challenge take place?

  • Friday, March 17: Virtually via Zoom beginning at 12:00 p.m. EST
  • Saturday, March 18: In-person downtown Toronto. We’ll ask teams to arrive at [to finalize start time]

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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