Boys and Girls Clubs of Canada Launch Kid Of Privilege Campaign

Boys and Girls Clubs of Canada is launching a new brand campaign that demonstrates how the organization is positively changing the trajectory of kids’ lives.

The role of the campaign, created by idea shop Mackie Biernacki, is to underline the beneficial work that Clubs do across Canada. Boys and Girls Clubs are a safe haven for kids during critical out-of-school hours. We know that what kids and teenagers do when school is out can be incredibly pivotal to their future. Those few hours each day at a Boys and Girls Club can actually change the course of a kid’s future.

The seed of the campaign originated when alumni were surveyed and almost 70% said that being a member of Boys & Girls Clubs literally saved their lives.

“This statistic really underlines the importance of our Clubs, and the important message we need to share,” says Owen Charters, President & CEO, Boys and Girls Clubs of Canada. “Our work relies heavily on the generous support of our corporate partnerships. With Mackie Biernacki’s help, we wanted to reach more key decision makers, especially those that don’t realize the gravity of the work we do. This campaign is an incredible vehicle to tell our story.”

The advertising campaign shows that kids’ lives—no matter where they come from or where they live—can be really difficult. And many of these challenges arise regardless of economic background. But with safe spaces, quality programs, and supportive relationships, Boys and Girls Clubs provide opportunities that help kids navigate their challenges— often, with life-changing effects. With this in mind, the campaign takes the position that “Kids’ lives are tough. But here, every kid is a kid of privilege.”

“The idea of privilege is often attributed to that of private school, or money,” says Steph Mackie of Mackie Biernacki. “But it’s really about creating environments that remove insecurities and build up the confidence in kids. And that’s what Boys and Girls Clubs foster.”

Boys and Girls Clubs provide vital programs and services to over 200,000 young people in 700 communities across Canada. Tailored to the needs of their community, the various programs are inspired by the kids themselves. If they want to learn coding, the Club brings in coding experts. If they are interested in cooking, the Club opens their kitchen. If their passion is music, the Club gets them in a local studio. If a young person needs it, Boys and Girls Clubs provide it.

The campaign debuts with digital, tv, and print, and will extend to cinema as well as other media in the fall.


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