Toronto, ON, October 21, 2020 – Today, Boys & Girls Clubs of Canada launched a new campaign that reinforces the important role Boys & Girls Clubs play in building social safety nets for so many young Canadians.

The COVID-19 pandemic has exacerbated and exposed serious systemic issues, from racism and other forms of discrimination to inequity and the far-reaching effects of poverty. Research shows that children who face racism are more likely to be victims of poverty and abuse, have more interactions with child welfare and the justice system, and experience challenges at school. Our new campaign juxtaposes these systemic issues with the systemic solutions that Boys & Girls Clubs across the country offer—equity, acceptance, support, opportunity.

“The core values of Boys & Girls Clubs—Belonging, Respect, Encouragement and Support, Working Together, Speaking Out—are built around inclusion and we are proud of the work we do,” says Owen Charters, President & CEO, Boys and Girls Clubs of Canada. “Our new Systemic Opportunity campaign encapsulates the driving force behind Boys and Girls Clubs with a simple statement: opportunity changes everything. Whether it’s homework help or a homeless shelter, a quick snack after school or the only meal of the day, a high five or a 1-to-1 mental health check-in, our Clubs offer everything a young person needs, including access to opportunities they might not find outside our walls—but could change their life.”

The campaign was developed in close collaboration with Boys & Girls Clubs of Canada’s strategic and creative agency ROUND, along with the creative team of Tim Das and Sean Davison, and ROUND’s production partners Makers, School Editing, and Grayson Music.

“Boys & Girls Clubs do so much and we needed more people to understand the significant difference they make in the lives of hundreds of thousands of kids across the country. There’s no denying the power of the word ‘Systemic’. But these days, systemic is always followed up by a negative word like ‘Racism’, ‘Poverty’ or ‘Inequity’. Systemic problems require systemic change. That’s how we landed on Systemic Opportunity. Because investing in kids and youth is how we can all work to fix many of the systemic issues in our society today,” said ROUND Founding Partner & Creative Director, Paul Riss.

The campaign is not just a clever play on words. For over a century, Boys and Girls Clubs have removed barriers and created opportunities for all young people, of all backgrounds. We see firsthand the effects of systemic problems—and we know that the solution is investing in young people, in communities, in platforms that give young people a voice. We know the solution is systemic.

We are also proud to welcome beloved Canadian icon Jully Black as spokesperson for our new campaign and strong supporter of Boys & Girls Clubs.

The Systemic campaign debuted today on Boys & Girls Clubs of Canada’s social media platforms (@BGCCAN and #OpportunityChangesEverything) and will extend to television and cinema over the next few weeks.

About BGC Canada
Community-based services. Positive relationships. Life-changing programs. As Canada’s largest child- and youth-serving charitable organization, BGC provides vital programs and services to over 200,000 young people in 775 communities across Canada. During critical out-of-school hours, our Clubs help young people discover who they are, what they can do, and how they can get there. Our trained staff and volunteers give them the tools to realize positive outcomes in self-expression, academics, healthy living, physical activity, mental health, leadership, and more. Since 1900, BGC have opened their doors to children, youth, and families in small and large cities, and rural and Indigenous communities. If a young person needs it, our Clubs provide it. Learn more at bgccan.com and follow us on social media @BGCCAN.

About ROUND
ROUND is a creative and strategic partnership founded by two experienced agency leaders, Paul Riss, Creative Director and Mike Davidson, Managing Director. ROUND works with the top talent in the industry to solve business challenges through creative thinking. ROUND’s mission is to build up client brands while tearing down agency overhead. For more information, please visit WeAreRound.com. Follow ROUND on Instagram @round_advertising.

For more information, please contact:

Jared Morrow
Media Relations Manager, BGC Canada
jmorrow@bgccan.com
647.928.5801

Mike Davidson
Founding Partner & Managing Director, ROUND
mike@weareround.com
647.554.5248

BGC Canada is proud to launch a new public service announcement that demonstrates the crucial work our Clubs do to better the lives of children and youth across the country.

Developed for web, TV, cinema, and print, the PSA takes a stand against the use of “underprivileged” to describe the communities we serve.

We know kids’ lives are tough. They face challenges across all spectrums—physical, mental, emotional—and many of these challenges can arise regardless of economic background.

Working with Toronto-based idea shop Mackie Biernacki, we chose the concept “Kid of Privilege” because at our Clubs, young people are provided opportunities that they might not be able to access outside our walls. With our core values—Belonging, Respect, Encouragement & Support, Working Together, and Speaking Out—BGC empower every kid to succeed.

“We no longer want to be Canada’s best kept secret,” says Mathieu Chantelois, VP of Marketing & Development, Boys and Girls Clubs of Canada. “For over a century, we have offered everything a young person needs to be successful—safe places, caring adults, critical programs and services, and more. And the result? 69% of Club alumni say that the Boys and Girls Club saved their life.”

“The idea of privilege is often attributed to that of private school, or money,” says Steph Mackie of Mackie Biernacki. “But it’s really about creating environments that remove insecurities and build up confidence in kids. And that’s what Boys and Girls Clubs foster.”

Tailored to the needs of their communities, BGC offer safe spaces where kids are welcomed, inspired, and supported during critical out-of-school hours. And at our Clubs, every kid is a Kid of Privilege.

Available in English and French, we are thrilled that the PSA will be shown on Corus-owned stations across the country and in Cineplex theatres in the fall.

View the 90-second and 30-second versions of the PSA below:

By Mathieu Chantelois

Many of us dream of having it all, and then there’s Jennifer Lopez.

55 million records sold. Judge on a world-famous talent show. A movie career, a clothing line, endorsement deals, a production company, two beautiful children … and apparently she doesn’t age!

And now? The first female spokesperson for Boys & Girls Clubs of America. And she has agreed to lend her voice to Boys and Girls Clubs of Canada!

This month, her Boys and Girls Club radio spot will soon be airing on our side of the border.

Thanks to our friends at Corus Entertainment, the commercial will air nationally—and free of charge!—on many Corus-owned radio stations. Other broadcasters across the country will also give us some free airtime.

In our 60-second radio spot, she emphasizes the essence of our Clubs. Lopez reminds us that “Jenny From the Block,” as she once dubbed herself, is from a hardscrabble stretch in New York City’s South Bronx. In the halls of her local Boys & Girls Club, Kips Bay, Lopez found a mentor who recognized and encouraged her love of music and dance.

Jennifer Lopez’s message is authentic; her Club story is real. It reminds our young people that they can become whoever they want to be, and that our Clubs believe in every single one of them. It’s often our staff and volunteers who inspire kids to discover their great futures.

In 2018, we will work hard to make sure that our message is consistent, captivating, and effective in engaging Canadians in the most meaningful way. Our Jennifer Lopez radio ad is a good start to the year as we hope to draw attention to our Clubs across Canadian airwaves.

My team is also creating a new Canada-specific PSA campaign to highlight who we are, what we do, and why it matters so much. We’re looking forward to the big unveiling in May at our 2018 National Conference in Charlottetown.

About Mathieu Chantelois

Mathieu Chantelois is an innovative, entrepreneurial and creative leader who has been building multi-level partnerships to enhance child and youth well-being through the mission and activities of Boys and Girls Clubs of Canada as the organization’s Vice President of Marketing, Communications & Development. Mathieu has written over 500 articles as a film critic and journalist published by Cineplex Magazine, Le magazine Cineplex, enRoute, La Presse, Toronto Star, Le Devoir, Voir, Via Destinations, Clin d’Œil, etc. I have made numerous appearances on TFO, Radio-Canada and CBC TV and radio, commenting on diverse social, cultural and political issues.