Lifting the Confidence of Windy City Kids

The City of Chicago is a tough place to be a kid. Which is why the Boys & Girls Clubs of Chicago want to give the young people of Chicago a glimmer of hope. And the tools they need to become productive adults.

The Idea

At every Boys & Girls Clubs of Chicago kids experience more than a “club” — they are members of “A Club for Life”. Discovering skills, confidence and friendships build a solid foundation for boys and girls to grow into solid men and women. And it was important for us to bring this story to life in a thought provoking execution. Through TV spots and PR efforts we were literally showing what the young boys and girls could grow into because of the support of their “club”.

How it’s Working

Internal constituents, including board members, club directors, volunteers, members and their families are heartened by the positive impressions being generated. The creative campaign was launched successfully across the board, generating multiple PR placements, including “REEL Ad of the Week” in REEL Chicago, a feature in The Drum and a placement in Adweek’s “Agency Spy.”