Put your passion into action.
The Boys & Girls Club of Boston wanted more teens through the doors of its teen center. As an internship project, I built a full-service marketing campaign to drive teen registration — one idea, carried across billboards, print and digital.
- Client
- Boys & Girls Club of Boston
- Role
- Campaign concept, art direction, out-of-home, print and digital design
- Delivered
- Campaign concept and line · Billboard / out-of-home · Print collateral · Digital and social assets
- Discipline
- Design · Campaign · OOH
01 / The brief
Teens can smell an ad.
A teen program competes with everything else a teenager could be doing after school. A campaign that sounds like a parent, or like an institution, gets ignored. This one had to sound like an invitation — and keep signing up one step away.
Speak to teens, not about them
The voice had to feel like theirs — loud, handmade, a little messy — while still coming from a nonprofit parents trust.
Every format, one campaign
A billboard gets three seconds from a passing car. A flyer gets read up close. Social gets a thumb-scroll. The same idea had to survive all three.
End in a registration
Awareness only counts if it turns into sign-ups, so the campaign needed a direct path from seeing it to joining.
02 / The approach
Sell the passion, not the program.
Teens don't sign up for a facility. They sign up for the thing they already love — and the people they'll do it with.
01
One line that does the work
Instead of listing activities, “Put your passion into action” sells what teens already care about — music, sport, art — and makes the Club the place to do it.
02
A handmade visual system
Torn paper, kraft textures, marker headlines and cut-out photography give the campaign zine energy. A lime grid accent and the Club mark anchor it to the brand.
03
Built for the billboard
The out-of-home layout sets the rules — a short headline, one hero photo, the logo — and the print and digital pieces are built from the same parts.
04
A QR code to registration
The path from seeing the campaign to signing up is a phone camera away: scan, land on registration, done.
03 / The work
Readable at 60 mph.
A four-word headline, one face and a clear call to join. Everything on the board earns its space.
04 / The result
A campaign that scales.
The Club gets a campaign it can run at any size — one board or a citywide run — with a voice teens will actually stop for, and a registration path built into every piece.
1
campaign idea carried across every format
3
channels — out-of-home, print and digital
QR
a direct path from the street to registration
Running a nonprofit campaign?
Campaign concepts, billboards, print and social assets that sound like the people you're trying to reach.