Boys and Girls Club of Boston has launched “In These Hands”, a print, outdoor and online advertising campaign aiming to raise awareness among inner-city youth of BGDB programs and broaden donor support to enable BGCB to serve more youth in need. The hands photographed for the campaign belong to Club members and were selected to represent the diversity of BGCB’s membership.
The campaign’s online component is today’s site of the day, www.investinachild.org, where parents, teens and potential donors can learn more about how they can get involved. Each hand is linked with a statement about the clubs. On a separate page viewers are able to read about the lives of boys and girls involved in the clubs.
The Print campaign
A series of powerful ads conveys the choices that many youth face today, especially in urban neighborhoods, and how those choices affect their futures. Each ad shows a young person’s hand with compelling copy that teens who were involved in the creative review process called “honest,” “cool,” and “not the usual lecturing words we often hear from adults.”
The In These Hands campaign was developed pro bono at Hill Holliday, Boston, by chief creative officer Kevin Moehlenkamp, creative director/art director Doug Gould, creative director/copywriter Dave Smith, photographer Christian Kozowyk, calligrapher Valerie Thomas, print producer Dave Majeau with Traffic by Julie Natola.