BGC Canada launches first campaign after national rebranding
BGC Canada launches first campaign after national rebranding.
New video & campaign raises awareness about the life-changing impact of BGC Clubs across Canada
Toronto, ON, October 4, 2021 – Working with Toronto-based ROUND agency, BGC Canada (formerly Boys & Girls Clubs of Canada) today released a new campaign that showcases the confidence BGC Clubs instill in 200,000 kids and teens every year. Available in English and French, No. More. Barriers. is our first national campaign after recently rebranding to BGC—a renewed identity that embraces the inclusive practices we are known for across the country.
All kids face barriers. BGC Clubs help them understand and overcome those barriers through community-based services, life-changing programs, and positive relationships with peers and caring adults.
We also give young people a platform to tell their own stories. The No. More. Barriers. video was filmed with Club youth, who also created the campaign’s soundtrack with the help of MJMS music school, and Club member testimonial inspired the illustrations. A behind-the-scenes video is also available \
“It was absolutely critical that we involved Club youth in this campaign because authenticity is at the heart of our BGC brand,” says Rachael MacKenzie-Neill, VP of Marketing & Development, BGC Canada. “It was important to us that the campaign reflected our recent rebranding—bright, positive, confident. We worked closely with ROUND and their production partners to showcase the confidence of our Club youth and we’re thrilled with how it turned out. The youth in this campaign proudly represent the thousands of young people who find life-changing opportunities every day at BGC Clubs across the country.”
“Building on our successful Systemic Opportunity campaign in 2020, it was very important for us to express what that means for Club kids and to authentically demonstrate how BGC youth benefit from the Club experience. BGC Club kids were actively involved throughout the campaign development and production process. We know first-hand how proud they are to be Club kids and it was absolutely critical that the campaign reflected that.” according to Paul Riss, Creative Director at ROUND.
As trusted community organizations, BGC Clubs continue to support young people and their families, virtually and in-person, by removing barriers and creating opportunities. Our rallying cry? Opportunity Changes Everything. Learn more at opportunitychangeseverything.com.
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 works primarily on a project basis with an agreed set of deliverables over a set period of time. Clients get (and only pay for) what they need. For more information, please visit WeAreRound.com. Follow ROUND on Instagram @round_advertising.
About Boys & Girls Clubs of Canada
Community-based services. Positive relationships. Life-changing programs. As Canada’s largest child and youth-serving charitable organization, Boys and Girls Clubs provide 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, Boys and Girls Clubs 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.
Round, Founding Partner & Managing Director
Media Relations Manager, Boys & Girls Clubs of Canada
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