Boys and Girls Clubs of Canada begins campaign
Boys and Girls Clubs of Canada has released three public service announcements highlighting the positive effects the organization has had on the lives of three former club members. The 30-second videos, developed pro bono by Dare of Toronto, feature basketball player Anthony Bennett, child psychiatrist Jean Clinton and hockey player Taylor Hall. The creative focuses on how the clubs create opportunities for young people to achieve their full potential. This is the first PSA campaign the organization has conducted in five years.
"It would have been the easiest thing in the world to sit these former Boys and Girls Club members down in front of a camera and have them tell their stories, but that's been done so often," said Paul Little, executive creative director of Dare. "Instead, we imagined Hall, Bennett and Clinton as when they were children in a Boys and Girls Club and created stories around the little miracles that happen in clubs every day."