Boys & Girls Club of Greater Milwaukee
The Ask:
The Boys and Girls Clubs of Greater Milwaukee are more than a gym or after school hangout — they provide safety and support during critical hours of the day for children and are the largest youth-serving organization in Milwaukee. While they provide a meal, a safe place and a mentor, the clubs also provide wonderful unknown support services such as literacy programs.
We needed to alter that mindset and inform our audience on what the Boys and Girls Club truly offers, and compel them to give.
(This cause is near and dear to my heart, and when I worked on this account at Laughlin Constable, they allowed me to be the voice of this project in the descriptive video above. Check it out!)
The Goal:
To cement the Boys and Girls Clubs of Greater Milwaukee in people’s minds as an incredible organization that is committed to transforming the lives of children and also show people why, specifically, their donation matters – how it can impact a child’s life. We needed to inspire people who care about giving someone the same wonderful experience and opportunities they had growing up, opportunities that may be currently “out of reach” for many children.
The Strategic Insight:
The Boys and Girls club helps to help children get MORE from life, making them more capable, more fulfilled – and gives them access to the simple, but important things in life . These children have the opportunity to be a force for positive change, and a donor’s gift works to unleash the children’s potential – helping them obtain things that were previously out of reach to them.
We spread this message in an unexpected way – through dramatically tall little free libraries – far out of human reach. We targeted curious individuals of all ages who would lean in to read and find out more about why these were unusually inaccessible, tiny book repositories. This response, in turn, promoted an empathic reaction to find out that reading itself, a skill many of us take for granted, is inaccessible for many children in this city, and prompted people to donate to help change that.
The Results:
Our print, outdoor, digital, social, and guerrilla marketing campaign helped to sourced donations that provided materials that the children needed — and over 17,000 members received additional assistance after the launch of this campaign.
