Nabs Canada is encouraging some friendly competition among Canadian agencies next month, in a fundraising initiative called #nabsmonth.

Noting that demands for its services are at an “all-time high,” the national charity is attempting to raise $60,000 in May to support the health and well-being of Canadian marketing communications professionals.

The organization is urging agencies to “donate to themselves” by taking part in the new initiative, which is also designed to help promote awareness of nabs’ services. The organization says its services are unique because it understands the dynamics and pressures of the marketing industry.

“Nabs understands that as much as people love working in this industry, it can come with a price,” said the organization in a release.

Established in 1983, nabs has assisted nearly 50,000 individuals and reinvested more than $8 million in direct financial support to people in the industry who faced challenges because of factors like critical illness and prolonged unemployment.

Nabs has also partnered with Cossette on a new brand platform, “peoplefirst,” that will launch next month and be included in all future communications.

“Cossette really wanted to get involved with nabs to send a message to our peers that we need to support and take care of each other,” said Cossette’s executive creative director, Craig McIntosh in a release. “Without our people, our industry has nothing. Investing in nabs is a way of investing in ourselves, and in the future health of our industry.”

Cossette has also developed a toolkit for marketing agencies to help them participate in #nabsmonth. The kit provides assets and ideas to mobilize agency leadership and employees, including friendly competition to drive awareness and fundraising.

Both the company and the individual that raises the most money will receive the inaugural “peoplefirst” award later this year. #Nabsmonth kicks off this week (April 11) with an event hosted by Toronto’s Triangle Group (details available here).