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As part of Global Entrepreneurship Week, we’re highlighting a student-powered pilot helping rural New Brunswickers master digital skills—laying the foundation for thriving businesses and stronger communities while offering experiential learning for students.

In a province with an aging population and where connectivity can be sparse, the Crabtree Rural Digitalization Project is making meaningful strides toward bridging the digital divide in New Brunswick’s rural communities.

A collaborative initiative between the University of New Brunswick’s faculty of management and the McKenna Institute, the project is not only helping residents build digital literacy, but also providing UNB students with hands-on, community-focused learning experiences.

Launched as a pilot this summer, the Crabtree project was born from a philanthropic vision. Sandra Crabtree and Gerald MacGarvie, directors of the Crabtree Foundation and seasonal residents of St. Martins in New Brunswick, recognized the need for digital support in communities like theirs. They reached out to UNB with a simple but powerful idea: empower rural New Brunswickers through digital literacy.

“Sandra and Gerald saw first-hand how limited digital access and skills were affecting people’s ability to connect, work and thrive,” said Akash Das, experiential learning program officer in the faculty of management.

“Their support allowed us to launch a pilot that not only helps communities but also gives our students a chance to engage in meaningful, real-world learning.”

The initiative quickly gained momentum. With support from the McKenna Institute—whose mandate includes advancing digital equity across the province—the faculty of management mobilized eight student ambassadors to work directly with residents in rural areas. Many of the student ambassadors were aligned with their home communities.

These students connected with local community members, particularly older adults and entrepreneurs, and facilitated workshops, offered one-on-one support for cell phones and tablet usage, provided social media guidance to businesses and more.

They also worked with local organizations such as libraries, community centres and economic development agencies to offer a range of services to the community.

As of early August, the project had recorded touchpoints with nearly 600 community members, with students helping residents navigate everything from email setup, registration to MyHealthNB where community members can access their health records, to cybersecurity training, scam prevention and online banking.

“This is not typical business for the faculty of management,” Das said. “But it aligns with our vision—we’re not just educating students, we’re contributing to the holistic development of society.”

The project’s dual focus on community impact and experiential learning is what makes it unique. Students gain valuable skills in communication, problem-solving and civic engagement, while residents receive support that can transform their daily lives.

Lynne Faught, strategic program director at the McKenna Institute, emphasized the importance of partnerships in driving change.

“Digital literacy is a foundational skill in today’s world. By working with UNB and local municipalities, we help ensure that no community is left behind,” Faught said.

“This project is a model for how academic institutions can collaborate with communities to create lasting impact.”

A reflection meeting held in August brought together student ambassadors, municipal leaders and project stakeholders to share stories and discuss next steps. The event celebrated the success of the pilot and expressed gratitude to the Crabtree Foundation for launching the initiative.

“We’re excited to continue the program in 2026,” Das said. “Our hope is to keep running it until it’s no longer needed—building momentum and demonstrating impact along the way.”

For now, the Crabtree Rural Digitalization Project stands as a testament to what’s possible when philanthropy, education and community come together.

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