Boys & Girls Club of America - "Be Inspired"

McCann Erickson

McCann Erickson San Francisco, Vereinigte Staaten von Amerika

7249

Marke: Boys & Girls Club of America
Länder: Vereinigte Staaten von Amerika

Werbende: Boys & Girls Clubs of America

Titel	Be Inspired
Agentur	McCann Erickson
Kampagne	Be Great - Boys & Girls Clubs
Werbende	Boys & Girls Clubs of America
Marke	Boys & Girls Club of America
Datum der ersten Ausstrahlung/Veröffentlichung	2008 / 9
Geschäftsbereich	Gemeinnützige Organisationen
Slogan	BE-GREAT.ORG/DENZEL
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.
Philosophie	The campaign introduces the themeline, "Be Great," through the www.be-great.org 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.
Medientyp	Plakat
Executive Creative Director	Rob Bagot
Executive Creative Director	John McNeil
Creative Director	Geoff Edwards
Creative Director	Gerald Lewis
Art Producer	Lynn Sutliff
Druck-Produzent	Jeffrey Leach
Leiter der Werbeabteilung	Roxanne Spillett
Anzeigenmarketing	Anaka Kobzev
Anzeigenmarketing	Jennifer Vides Blake