Campaign details

Brand: Off The Street Club
Client: Off The Street Club
Agency: Energy BBDO

Summary

This paper outlines how we helped the toughest people in one of the toughest warzones in the world. They're not soldiers. Or police officers. Or gangsters. They're children.

And they make the tough choice to defiantly reject social pressures to live a life of crime on the streets. Instead, they choose hope by joining a safe haven in their neighborhood called Off The Street Club. Our "Hope Is Tougher" campaign raised the most money in the Club's 116-year history - enough money to keep 3,000 kids off the street for a full year. But the most transformative result lies with the kids. The campaign fueled the children's pride in themselves and the choice they make every day to stay off their violent streets and courageously pursue a bigger dream.