YQL Mask Challenge. (Supplied by Josh Kroker)

By Karsen Marczuk

Lethbridge mask challenge helping support local businesses

May 15, 2021 | 6:00 AM

LETHBRIDGE, AB– A challenge to get people to wear masks and shop locally has been going on around the city.

The Youth Advisory Council of Lethbridge (YAC) started the YQL Mask Challenge in March, with the hope to get community members to wear masks while shopping at local businesses throughout the pandemic.

Joshua Kroker, Holy Spirit Catholic School Division Representative for the YAC and founder of the YQL Mask Challenge, says, in an effort to identify local businesses, he started the challenge to showcase businesses around Lethbridge that need the community’s support.

“I created the YQL Mask Challenge to help people identify local businesses. Anywhere that there is a YQL mask means it is an approved local business by the YAC. Of course, there are many more, but those are the ones that have been on board, so we publicize them to get customer attention.”

The other big part of the challenge is the YAC is devoted to youth engagement, this is a universal struggle right now, the pandemic, and it’s hard to just focus on youth especially when sports and everything is cancelled. So, then we focused more on that universal engagement and we wanted to make the most of the pandemic and focus on adaptability while creating something fun.”

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The challenge is to focus on promoting Lethbridge citizens by engaging the youth and their families through social media to support local businesses.

When visiting a participating business, you will receive a mask with your purchase, you then are encouraged to take a photo wearing the mask and post it on social media tagging #YQLMaskChallenge to be entered to win a prize once the challenge concludes. Small and local businesses that participate in the challenge will receive a social media post, thanking them for their support, and publicizing the business as a mask pick-up location.

“At the start in March, we had about six businesses participate, and now I think we’re up to 12,” added Kroker. “We have given out 200 masks, and I continue to get new photos from people almost daily.”

Local businesses who are participating in the challenge have donated prizes to give out to the winner(s).

The YAC exists to foster a relationship between Lethbridge City Council and Lethbridge’s youth. Kroker says they accomplish different initiatives and projects by using advocacy, education, and engagement.

“Some of the things we have done in the past, we had a youth forum on discrimination, racism, and the effects on mental health. We’re actually doing a COVID-19 forum on mental health on May 27. We also do a lot of things such as the youth directory and we try to advertise different businesses and organizations that can help youth if they are struggling, such as with mental health. Our main goal is to advocate for the youth in the city.”

Feedback from the public regarding the YQL Mask Challenge has been positive. Kroker adds, “It is quick and easy to participate, and people love supporting local businesses.”

You can join in on the challenge by following YQL Mask Challenge on Instagram, Facebook, and Twitter. The challenge runs until June 14, at that time the YAC will go through all submitted photos and a winner(s) will be chosen.

Public Image Company, located in Lethbridge, has manufactured and supplied the masks for the challenge.

If you would like more information on the YAC or want to attend their upcoming forum, you can visit the City of Lethbridge’s website.