Chicago has had a rough year for violence. But several Chicago organizations are trying to counter that trend, including the Boys & Girls Club of Chicago (BGCC), which is introducing a new campaign to provide a safe and inspiring place for the city’s youth.
‘Club for Life’ is the first campaign for the organization in more than a decade, created pro bono by Chicago-based creative agency Laughlin Constable. The campaign follows an extensive effort by BGCC to add new locations in at-risk neighborhoods throughout Chicago.
“Our Clubs are more than just a place for kids to gather,” said Mimi LeClair, president and chief executive officer of Boys & Girls Clubs of Chicago. “We’ve been expanding and our goal is to double the number of youth we serve in the next three years. The Club for Life idea helps us bring awareness and achieve this goal.”
The Club for Life concept is the idea that the BGCC is life-saving, life-changing and life-long. The four new spots demonstrate some of the programs offered to build confidence in Chicago’s youth, while teaching them the life skills that enable them to flourish far beyond just their childhood years. Whether it’s learning how to tie a tie, promoting healthy habits or planning for the future, the spots show that there is a program and support in place for every child that walks through the door.
“When creating the ‘Club for Life’ campaign, we saw first hand the positive impact that the Boys & Girls Clubs Club of Chicago is having on Chicago’s youth,” said Mat Lignel, president and chief executive officer of Laughlin Constable. “The program is truly transforming lives, happening at the ground level and targeting a critical population in Chicago.”