To help ease the financial stress of college and university and generate additional excitement about getting back to class, CUA decided sought to provide direct support to students in a creative and surprising way. All design and promotion was done using internal resources. On the first day of class, September 5, CUA celebrated #10KinaDay by giving away $10,000 to university and college students studying in Nova Scotia. At various times throughout the day, CUA arrived at five separate colleges and universities to surprise students who were in line waiting to pay for tuition or books and school supplies. At each campus destination, The Better Way Street Team’s first visit was to the campus tuition office. At each campus, one student standing in line to pay tuition was randomly selected and surprised with $1,000 cheques, written out to their school, to help cover tuition costs.
