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Tatjana Dudas never dreamed of anything like the Creative Day for Social Good (CD4SG).
When she shifted from studying biology at university to enrol in graphic design at Conestoga College, she expected to get a chance for some practical experience, but nothing like she could see now.
“The professional and client contact, plus the energy in this room is truly amazing,” says the second-year Conestoga student. “The atmosphere here is so incredible.”
For a one-day blitz on Oct. 17, Dudas joined 100 graphic design and public relations students from Conestoga College to fill a room at Google Canada’s Kitchener office, as they worked alongside 30 professional art directors, writers, account managers and other creative workers.
The combined teams’ focus is one goal: to create something tangible to help 15 non-profit organizations and their social causes across the country.
The deadline is extremely tight. After a welcome from the CD4SG organizing team, it’s down to hard work to execute everything within 24 hours that non-profit clients have laid out in earlier calls and meetings.
“Everyone here’s not only upbeat, they’re aiming to make a real difference for non-profits using their skills in a one-shot event,” says Terry McGuire, among key partners behind the event.
McGuire, Vice President at Intertek Catalyst in Guelph, says their company has hired about 10 students over the years from Conestoga graphic design, public relations and marketing programs, largely based on connections shaped by the Creative Day for Social Good.
A grad and former teacher at Conestoga, he’s also a driving force behind CD4SG.
“I’m really proud of what we do here in one day. About 90 per cent of Intertek staff were on-site and spend countless hours working to prepare for the day.’
At Him & Her in Kitchener, one of Waterloo Region’s top design firms, the story is similar. The chance to help non-profits plus give a boost to students from Conestoga (where many of its own staff are alumni) is priceless.
Fifteen non-profit organizations across Canada benefit from free design, marketing and public relations work at the event, which is organized by Capacity Canada, along with partners Intertek Catalyst, Conestoga College, Google, Manulife, Him & Her, and Kitchener Waterloo Community Foundation.
“The CD4SG buzz today at Google is fantastic,” says Cathy Brothers, Capacity Canada’s CEO, who was in Fort McMurray for a board governance bootcamp and met that city’s Canadian Mental Health Association staff, clients during the event in Kitchener.
“Huge thanks to the awesome creative teams creating magic for lucky non-profits from across Canada!”
Last year, more than $100,000 worth of pro bono work was generated for non-profits. This year, 72 organizations applied for 15 available spots and organizers predict social impact will continue to grow for Canada’s non-profit community.
For some participants in the room at Google, it’s also the first time the professionals have met face to face with their student teams.
Kyle Moore, an assistant marketing manager at Manulife, was working at CD4SG as an account manager and just met his entire team that morning. Their goal is to design a logo and brochure for non-profit client Active Lives After School, which runs day programs for adults with disabilities in Dufferin County, Ontario.
“There’s a lot of planning to make sure we’re meeting expectations, so we know what the clients and our account manager want,” explains Diana Aguilar, a third-year graphic design student on Kyle’s team.
Diana took part a year ago in the event. But this year, she’s part of a seven-person team and is taking on more hands-on work for clients, plus a leadership role with second-year students on the team.
By the following morning, a new logo and brochure for Active Lives After School Dufferin, will help the non-profit reach out in schools and to other audiences to support their efforts.
Each year there are new twists to CD4SG. This year, Google offered space in its state-of-the-art facility in Kitchener for all of the teams to work together in a single room. A few years ago, public relations students from Conestoga joined the design efforts and already some of their work is opening doors.
Another benefit for the students and professionals is the direct work together that can sometimes lead to a job.
Alex Clark, a fourth-year public relations degree student at Conestoga, attended his first CD4SG last year as part of a team focused on projects for the Kitchener Waterloo Art Gallery.
They reworked the gallery logo and generated a range of re-branding ideas.
After the event, he valued his contact with people there and doubled back to contact partner Intertek Catalyst. That led to a co-op placement, then work as an intern on their client services team, and now he works with them as a communications co-ordinator.
Part of his job most days involves social media, writing and also helping to plan this week’s event.
“If you’d told me 12 months ago that I’d be part of the planning committee for this, I would have laughed.” Yet that’s exactly what happened. “It’s a quick turnaround event, but really incredible how hard work, a good presentation and putting your head down can develop into career opportunities.”
Terry McGuire, who now works with Alex, agrees that student efforts are key to the event’s success.
“We’ve changed things over the years and the big difference now is that students are doing most of the work, being mentored by professionals who are really there to guide them through the process.”
Between their other work, participants also took to social media to spread word about the day – often using group photos, photo booth pictures and other features around Google’s unique offices.
Mike Powell, a Conestoga graphic design professor, and Paula Barrett, a public relations professor at the college, both say the event stands out for its ability to give students such intense, direct hands-on experience in a way that few others might ever see.
“We do have the ability and opportunity to make a real difference today,” says Powell. “Students work with clients and professionals, one on one, and see that what they create today will be used by real clients, as early as tomorrow.”
Terry McGuire echoes that sentiment speaking to the packed room: “Your presentations tomorrow are what it’s all about: Seeing how your clients react to what you’ve done is tremendously rewarding.”
The energy among students like Tatjana Dudas, Diana Aguilar, Alex Clark and their peers is palpable.
“Skills-based giving back to society is the best for these students,” McGuire adds.
“It’s great to donate directly to give cash to a charity and they definitely need that assistance. But to apply these skills to help organizations gives you such a deep sense of purpose in your career – when you can give back using the skills you’ve learned in school, and for the professionals, what you’ve learned through your career.”
