Conestoga College Institute of Technology and Advanced Learning, in collaboration with Capacity Canada and Intertek Catalyst, recently brought together students and nonprofits for the annual “Creative Day for Social Good” (CD4SG). Nine nonprofits received over $100,000 in work, including brand strategies and marketing campaigns, to help them amplify their work, extend their reach and increase their impact within the community.
This year marks the fourteenth anniversary of CD4SG. Since its inception, the two-day event has donated over $1.5 million in pro bono work to 175 charities across Canada. This year, 48 Graphic Design and Public Relations students from the college were guided by art directors, account managers and other industry professionals who volunteered their time and expertise.
Held in the Google office Community Space in Kitchener, Ontario on October 10 and 11, this year's programming focused on supporting nonprofits in two critical areas: Branding (visual identity, logo creation or revision and brand guidelines) and development of a public awareness/marketing campaign/fundraising campaign support (including social media strategies and content, fundraising materials, video storyboards, appeal letters, a case for support, etc.)
Over the years, the event has provided nonprofit organizations with valuable design and marketing expertise, and has made it possible for them to access professional resources to build their brand and have a more significant impact.
“Many Canadians are struggling, and they’re looking to charities for help,” said Paula Barrett, professor and program coordinator in Conestoga’s Bachelor of Communications Management degree program. “The help we’re providing here is a part of that chain of support and is very important for these organizations in their work to support vulnerable communities.”
From an applicant pool of over 100 nonprofit organizations, students went through a selection process, reviewing applications with the help of Capacity Canada and Conestoga advisors.
The nonprofit organizations supported this year are:
1. Waterloo Wellington Self-Management
2. Hope House Community Hospice
3. Volunteer Canada
4. Health Charities Coalition of Canada
5. Black Education Fund
6. Together for Perinatal Mental Health Inc.
7. ARMAGH
8. Saskatchewan Alternative Initiative (SAI)
9. NB Lung
“Creative Day for Social Good” also provides Graphic Design and Public Relations students with the opportunity to gain real-life experience, apply their knowledge and network with seasoned professionals.
“It’s been so nice to network, meet new people, and learn in general,” said Heather McKaig, fourth year Public Relations student. “Working with design professionals and account managers, showing me what I’m great at and things I can even improve on.”
Prior to the event, students spent time working with the nonprofits, alongside seasoned design and public relations professionals to develop a brief, which was presented to the clients on the last day of CD4SG.
“We haven’t had an update to our brand since we started back in 2011,” said Danielle Hughes, program coordinator, Waterloo Wellington Self-Management Program. “It’s been such a great experience, we really appreciate the time and the effort and the experience, it’s been really exciting and energizing for us.”
Conestoga College was established in Kitchener in 1967. Since then, the college has expanded significantly to deliver in-demand career and skills training to more than 32,000 students in eight communities and their surrounding areas in Kitchener, Waterloo, Cambridge, Guelph, Brantford, Milton, Stratford and Ingersoll.
