AntiSocial is launching the #GoodInfluenceChallenge social initiative in a bid to get influencers and creators to gift untouched and excess PR products to local charities.

To do this, the Thinkingbox company created the Good Influence Box, which resembles the kind of box you’d see influencers unpack in PR haul videos, showcasing their latest gifted products. Instead, these boxes arrive empty, and influencers and creators are encouraged to fill it with PR products themselves and deliver it to a charity of their choice.

“Not only does the empty box act as an incentive to start packing right away but also serves as a powerful reminder of what it feels like not to get anything at all,” AntiSocial group creative director Marta Hooper says in a news release.

The initiative will be accompanied by a challenge to tag a friend on social media, asking them to join as well.

AntiSocial launched the initiative due to its understanding that charitable giving across Canada has dropped this year, while more than half of Canadian charities have reported being unable to meet the growing demand for their services. The agency says it wants to shift thinking from overconsumption to the act of giving. The agency is also looking to increase awareness of its brand in Canada, particularly in Toronto, and to build a roster of diverse content creators and influencers who share its values.

The Good Influence Box was introduced at AntiSocial’s first public event on Tuesday, held at its new Toronto office, which brought aspiring and local creators together to learn about building a social brand, with insights from a panel of up-and-coming talent who are aiming to do good through their social media work, including Indigenous creator Kai Potts, wellness expert and Canadian Courage Project co-founder Shania Bhopa, comedian James Roque, lifestyle creator Kate O’Brien, and lawyer turned mental health advocate Henna Choi. The agency was originally founded in Vancouver.