Boys & Girls Clubs Ad Evokes Fear Through Implied Dangers

Uses emotional approach to court prospective donors

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Boys & Girls Clubs of America took a new, more emotional approach in its latest campaign, created with Crispin Porter + Bogusky in Los Angeles.

The ad explores the dangers that students face at 3 p.m., when the school bell rings and millions of children are "out on their own, out with nowhere to go, out with nothing to do, out all afternoon when anything can happen."

It focuses on situations that imply danger without showing any direct harm: a strange man beckons for the attention of two girls walking home; a group of boys jumps a fence; a large group of children loiters without purpose.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in