McKenna Institute Blog

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With the right support, New Brunswick’s rural communities can thrive in the digital age. This summer’s introduction of the Crabtree Digital Student Ambassador Program proved just how critical that support can be.

The program was a partnership between the University of New Brunswick’s Faculty of Management and the McKenna Institute with the generous philanthropic support of the Crabtree Foundation. The program placed eight students in their hometowns across the province to deliver digital training, connect with small businesses, and build confidence among citizens, particularly seniors.

From June to August, ambassadors delivered 37 workshops, worked with nearly 600 community members, supported 165 seniors one-on-one, and collaborated with 96 businesses to improve their digital presence.

For Evan Bowes, a business student from Miramichi, the program offered both professional development and a chance to give back to the place he calls home.

“Being able to work in a job that really takes advantage of that small-town feel, where everybody’s within an arm’s reach, was a huge opportunity,” Bowes said.

He quickly learned that teaching digital skills meant much more than running a workshop. He recalls helping a couple create passwords and register for MyHealthNB, New Brunswick’s digital poral for accessing health records.

“For me, it’s second nature, but for them it was overwhelming. Some got so frustrated they had to step outside for a few minutes,” he said. “But once they figured it out, you could see the pride on their faces. It was something they could transfer to other parts of their digital life.”

That moment was one of many throughout the Summer that underscored both the skepticism some feel toward technology and the importance of patient, hands-on support.

In St. Martins, business student Sophie Dallon experienced a similar journey. Like Evan, she returned to her hometown for the summer and saw the need firsthand.

“At one event, there was a woman who hadn’t opened her laptop in two years. We got her back in that night,” she said. “Another didn’t know she could create a group chat for her five children. When she sent her first message and all her kids replied immediately, she teared up. It was such a powerful moment.”

Dallon also found herself booked solid as word spread. “Once people knew the program was available, it was non-stop. Seniors would book time at the library, businesses wanted help with websites and branding. People couldn’t believe this resource existed in their community,” she said.

Her work with local entrepreneurs highlighted another side of the digital divide. Many business owners were eager to market themselves online but lacked the tools, resources, time, or confidence.

Dallon showed them how to use platforms to help simplify the process like Wix, Canva, and Meta Business Suite to streamline their marketing.

“Just being able to pre-schedule posts changed the way some businesses operated,” she explained.

Beyond the statistics, the Crabtree program sparked a ripple effect of digital confidence and community resilience. Seniors left workshops feeling independent and connected. Small businesses improved their visibility, some reporting immediate boosts in customer engagement.

The ambassadors also gained valuable skills in the process. As Dallon noted, “At first I was nervous about standing up and presenting. By the end, I had the confidence to teach and adapt on the fly. It was a huge personal growth experience”.

Bowes echoed that sentiment, adding that the connections he built will shape his career. “Being part of a project that grew week by week, and knowing I contributed to something lasting in my community is something I’ll carry forward”.

The Crabtree Community Digital Student Ambassador Program has shown us what’s possible in just one summer. But the message was made loud and clear: this work cannot be a one-off.

Trust takes time. Seniors and small businesses need ongoing support, not just a few months of training. Community partners—from service commissions to local chambers—are eager for year-round engagement. And the need remains urgent: without continued investment, rural citizens risk falling further behind in accessing services, markets, and opportunities.

“We just wanted more time,” Bowes said. “If we could keep a digital ambassador in the region year-round, people would know where to go for help. The demand is there.”

The Crabtree program is a testament to what happens when education, community, and innovation intersect. It demonstrates that digital inclusion is not only about teaching skills but about building confidence, fostering independence, and creating lasting connections.

At the McKenna Institute, we see this as the beginning of a long-term effort. By investing in initiatives like the Student Ambassador Program social services, small businesses reaching new customers, or young students preparing for digital careers—have the tools and confidence to succeed.

The summer of 2025 was proof that small actions rooted in local communities can make a big difference. Now, the task ahead is to sustain and expand this momentum to ensure every corner of New Brunswick can share in the opportunities of the digital age.

Lynne Faught is a Strategic Program Director with the McKenna Insitute at the University of New Brunswick.