Boys and Girls Clubs begins Kid of Privilege campaign
Boys and Girls Clubs of Canada has begun a new campaign intended to raise awareness of the work its does to improve the lives of children and youth nationally. The effort includes television, cinema and print ads, as well as online materials. The creative discourages the use of the term "underprivileged" to describe communities served by the organization. It suggests that children face physical, mental and emotional issues that are not related to their economic background. The campaign, developed by Toronto-based Mackie Biernacki, is called "Kid of Privilege."
"We no longer want to be Canada's best kept secret," said Mathieu Chantelois, vice-president of marketing and development at Boys and Girls Clubs of Canada. "For over a century, we have offered everything a young person needs to be successful; safe places, caring adults, critical programs and services, and more. And the result? Sixty-nine percent of club alumni say that the Boys and Girls Club saved their life."