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Last week, when Cervenko was invited by a friend to a private “Cocktails with the Canucks” function in downtown Vancouver, she hastily grabbed her playoff towel on her way out the door not knowing what to expect of the event.

In the back of her mind, she had big plans for the white space on the towel. A Simon Fraser University MBA student, Cervenko needed some star power for a social media project.

The assignment: partner with a local non-profit and create a social media strategy with the objective of raising financial support or awareness for this organization. Cervenko and her group chose The Dugout — a drop-in centre on Vancouver’s Downtown Eastside that hosts one of the longest-running Alcoholics Anonymous programs in Vancouver.

“The reason I thought about The Dugout was because in the 1970s and ’80s it would stay open late so that their clients could have a warm and safe place to watch the Canucks games,” says Cervenko. “But because of a lack of funding they don’t have the resources to stay open late anymore.”

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