Boys & Girls Clubs

digital / print / outdoor / Direct mail / EXPERIENTIAL

Project: Create an integrated campaign that encourages people to donate to Boys & Girls Clubs by reminding them of all that the Clubs do to keep kids safe, nuture them, and afford daily opportunities for learning, discovering new skills, making friends, and building confidence. This was created for a pitch.

Challenge: There are many worthy charities asking for financial donations, so competition for those funds is intense. To break through, we needed an idea that would stand out visually and capture attention in a positive way – encouraging donations not by engendering guilt or pity, but by showing the good that the Clubs do.

Solution: We created advertising materials with a board game as the central idea. The bright colors and fun of playing games were true to childhood and offered nostalgia for our target audience – adults with funds to donate. Kids were featured as “pieces” in the game and moved around the board encountering the kinds of positive outcomes that occur at the Clubs every day. The moral of the game – kids at the Clubs win every day.

My Role: Conceived of the idea, art directed and designed the various executions and co-wrote the copy.