In 2017, alumni UBC launched its five-year strategic plan, entitled Connecting Forward. An element of the plan included student engagement for the first time, although with limited budget for support. As a means to increase awareness of alumni UBC with students, a free student tuition contest was undertaken in March and April 2017. In actuality, it is a cash prize of $2,500, but positioned as free tuition. All current UBC students are eligible to enter. The timing of the contest was designed to coincide with end of the term and when students are studying for exams, as there are unique opportunities to reach students during this time.
