BGCA Launches Promotion

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The Boys & Girls Clubs of America (BGCA) last month unveiled a new promotional campaign, “Be Great,” drawing on its famous alumni to build the agency’s brand and attract support for youth work.

Actor Denzel Washington headlined a Washington news conference to announce the campaign, which urges people to volunteer for a local youth organization or to donate to a local BGCA club; reconnect with youth organizations that they were a part of as children; and press elected officials to deal with issues affecting youth.

The campaign includes two web sites, and, that offer stories and information about BGCA geared toward members, alumni and the public; a YouTube channel; and billboard, print and television ads. Infused throughout the campaign are images and testimonials from famous BGCA alumni, such as Washington, Bill Clinton, Muhammad Ali, Bill Cosby and Michael Jordan.

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