FleishmanHillard Toronto will be pulling an all-nighter on Oct. 24 when the agency takes part in CreateAthon, a 24-hour marketing marathon that delivers pro bono projects to charities, based on their briefs.
It’s the first time FleishmanHillard is taking part in the initiative, which was created by Riggs Partners in 1998.
“I read an article about it and thought it was such an interesting and innovative idea,” said Jennifer Shah, senior vice-president and digital practice lead at FleishmanHillard Toronto.
“We always want to do so much pro bono work, but it’s hard to fit it into your already very busy schedules… [I thought] wouldn’t it be great if we just let all of the restrictions loose and thought about nothing else for a concentrated period of time.” The aim is give the charities a concrete plan that is actionable, said Shah.
“We’re not creating proposals with budgets attached. We’re trying to give them a plan that they can go ahead and actually get this work done.”
The agency hopes to work with around five to seven charities and will assign a team to each one. They’ll work around the clock to develop strategies, plans and materials from 9 a.m. on Oct. 24 to 9 a.m. on Oct. 25, and then they’ll present their ideas to the charities at the agency. “And then everyone gets to go home and go to bed,” said Shah.
Registered charities that are interested in participating can email tara.mccarthy@fleishman.ca.
