Campaign details

Brand: Off The Street Club
Advertiser: Off The Street Club
Lead agency: Energy BBDO

Effie awards category context

This case is about the toughest people in one of the toughest war zones. They're not soldiers, cops or gangsters. They're children. They make the tough choice to defiantly reject crime on their streets. Instead, they choose hope by joining a safe-haven called Off the Street Club. To attract a broad set of donors with our "Hope is Tougher" campaign, we created timely pieces of evocative social content that drove an immediate way to donate. As a result, we raised the most money in the Club's history – 20% more than previous years and enough to keep 3,000 children safe.

State of the marketplace and brand's business

Childhood is associated with innocence and fun. But for 15,000 kids in West Garfield Park – on Chicago's west side – this isn't their reality. Because they live in one of the world's most violent warzones due to drugs. (1)