Laughlin Constable offers confidence to boys and girls

Dang, it’s been a rough week. Shootings in Vegas. The orange one passing paper towels like basketballs to homeless Puerto Ricans and Twitter-fighting with the mayor of San Juan. And I’m still scratching my head wondering what the hell is going on with American Horror Story this year. I clearly needed something uplifting to top off this week.

And Laughlin Constable came through with their new pro bono campaign for The Boys & Girls Clubs of Chicago. The first multi-media awareness campaign in more than 10 years launched Monday, Oct. 2 with the first television and radio elements going live, followed by out of home and digital elements launching Monday, Oct. 9 and Monday, Oct. 16 respectively.

Helmed by local director, Robert Stockwell of Cinema Libertad, the 30-second spots dubbed, “Power Tie,” “Fried Egg,” “Start Up” and “Power Hour” showcase mentors helping kids of various ages gain confidence in things we might take for granted. Each one begins with “Confidence is the greatest gift you can give a child.” #Truth.

The overarching theme of the campaign is “A Club for Life.” According to a statement from Laughlin Constable, this theme was chosen to represent how Clubs provide a life-saving oasis among urban pressures of violence and poverty; offer life-changing experiences where youth discover skills, confidence and friendship and; that in turn, have a life-long impact as members become productive adults and strong role models. Instead of going big and anthemic, the spots work nicely because they choose to go small like learning to fry an egg.

“Our Clubs are more than just a place for kids to gather,” said Mimi LeClair, CEO 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. This campaign helps us bring awareness and achieve this goal.”

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“When creating the ‘Club for Life’ campaign, we saw first-hand the positive impact that the Boys & Girls Clubs of Chicago is having on the city’s youth,” said Mat Lignel, President and CEO of Laughlin Constable. “The program is truly transforming lives, starting at the ground level and targeting a critical population in Chicago.”

I actually have a history with the national organization as the producers of my first feature, “The Stream” starring Rainn Wilson and Kelli Rutherford, donated proceeds from the family film’s theatrical run to the organization. This is really nice work from a really creative agency, making it RAW for this week.

CREDITS:
Client: Boys and Girls Clubs of Chicago
  Mimi LeClair, President and CEO
  Holly Allen, Vice President of External Affairs