Lynn Sutliff
Art Producer at McCann Erickson
San Francisco, United States
TitleBe Inspired
Campaign Be Great - Boys & Girls Clubs
Advertiser Boys & Girls Clubs of America
Brand Boys & Girls Club of America
Date of First Broadcast/Publication
Business Sector Institutional/Public Interest/Non-Profit Org.
Story Boys & Girls Clubs of America launched a multi-platform brand campaign today that emphasizes a spirit of optimism and hope, reinforcing the positive benefits of the Clubs through the stories of its accomplished Alumni. Denzel Washington, a Boys & Girls Club alumnus and longtime spokesperson, will help to unveil the campaign – the organization's first fully-integrated communications program, comprising interactive, broadcast, public relations, print, and outdoor components – at an event on Capitol Hill September 17, 2008.
Philosophy The campaign introduces the themeline, "Be Great," through the website, online advertising, print, out-of-home and television commercials. The messaging debuted today with the website launch and a print ad in The Washington Post. Relying on donated media, the campaign aims to highlight the important role the Clubs play in the communities they serve, ultimately helping to drive community involvement and individual donations.
Problem Within the website, the alumni are taken out of traditional "celebrity" roles as spokespeople and given the opportunity to demonstrate how being members of the Boys & Girls Clubs helped shape their lives. The website also introduces an element of user-generated content, in that all Club alumni can add their names to the "wall of greatness." In the coming months, the site will be enhanced to enable visitors to share their own personal Club stories.
Media Type Billboard
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Art Producer
Print Producer
Advertiser's Supervisor
Media Rep.
Media Rep.

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