BOYS AND GIRLS CLUBS OF CHICAGO / BRAND CAMPAIGN

SHARING THE GIFT OF CONFIDENCE

Our team at Laughlin Constable was tasked with developing a brand campaign under the Boys & Girls Clubs of Chicago’s “A Club for Life" tagline that would raise awareness of the organization (and therefore increase donations). We had to consider how to highlight the unique ways the organization catered to youth and families, especially compared to other Chicago-area nonprofits, like Kids Off the Block or the YMCA.

While touring the clubs, we happened upon an insight that ultimately inspired our entire campaign: for a child from a disadvantaged background, self-confidence can be the largest factor in determining future success. Each spot and creative asset in the campaign (which included radio, OOO, TV, and event collateral support) is informed by that truth—spotlighting the life education taught to the kids at the Boys & Girls Clubs.