PROVIDENCE – Local children from local neighborhoods are portrayed in a new, multifaceted advertising campaign centered around the Boys & Girls Clubs in Rhode Island.
The new campaign, which premiered during a viewing party Monday and launched across broadcast, radio and print channels this week, is the first-ever advertising collaboration between Rhode Island’s seven individual Boys & Girls Clubs.
The campaign highlights the activities and opportunities the clubs offer to nearly 23,000 young people across the state, including free programs such as dance and art classes, homework help, free meals, cooking classes, basketball, swimming lessons and more.
The campaign, which stars active club members – not child actors – who use the clubs’ facilities every day, is a pro bono effort led by Duffy & Shanley, a Providence-based integrated marketing communications agency.
“We are tremendously grateful to Duffy & Shanley for their leadership, creativity and generosity and thrilled for the opportunity to raise the visibility of all of the clubs through this effort,” said Amy Gravell, development officer for the Pawtucket Boys & Girls Club and a member of the clubs’ collaborative marketing committee. “This campaign truly highlights the amazing impact our clubs have on tens of thousands of Rhode Islanders annually.”
Michael Silvia, creative director of Duffy & Shanley and co-director on the campaign, said: “Our job can be pretty easy when you’ve got a great product to sell. We were able to shoot everything in one day, in multiple locations, with dozens of club members of all different ages. All of these kids are inspired young singers, dancers, musicians, actors and artists – the campaign is all about them.”
The Boys & Girls Clubs in Rhode Island are located in Cumberland-Lincoln, East Providence, Newport, Pawtucket, Providence, Warwick and Woonsocket. Collectively, they provide opportunity in safe, nurturing environments to more than 20,000 members and their families statewide, focusing on academic success, character and citizenship, and healthy lifestyles.
For more information, visit www.bgcri.org.
