Educators can foster the engagement of Generation Z students by leveraging their passions for social issues and collaboration. This article describes a marketing project, including the planning, promotion, and implementation of a campus-wide Canned Food Drive that culminated in a Canned Food Statue Contest securing more than 2,000 cans for hurricane victims. The innovation is detailed with specific steps related to course outcomes, examples for implementation, adaptations for different classes, and tips for success. Qualitative analyses using a control group provide deeper insight into the effectiveness of the innovation, which was selected for the 2018 Cengage Pride/Ferrell Innovations in Teaching Award.