Every year as millions of kids around the country head back to school, the Boys and Girls Clubs of America (BGCA) kick into high gear to focus on a less discussed but equally important component of our children’s success and achievement—what happens after school. And this year, much to our honor and pleasure, ER had the opportunity to play a role in raising awareness and funding for the Clubs’ advocacy programs in one of the markets that needs it most – Puerto Rico.
With resources and opportunity strained for kids living below the poverty level, Puerto Rico is still reeling from the devastation of Hurricane Maria. Christian Rivas, a 24-year-old filmmaker and BGCA alumnus, took to video to spread a message of hope. Through a series of one- and two-minute video vignettes—all in Spanish—highlighting the role BGCA has played in select members’ lives, the campaign underscores how support, engagement and mentorship can help those who have less achieve more.
Given the campaign’s ambitions, it’s not surprising that the initiative, spearheaded by Beet.tv, quickly gained pro bono support from Group M’s Modi Media, NBCU/Telemundo, Univision, AT&T/Xandr, and DISH, who all committed inventory up front.
ER was honored to step up and manage the distribution of creative assets to all stations. In addition to QC-ing and delivering the spots noted above through AdBridge™, we’ve sent the PSAs to over 200 Spanish-speaking TV stations and networks for their consideration. The level of use has been exceptional. In its first three weeks, the campaign has aired in the nation’s top ten markets, on over 150 Spanish-language stations and networks, providing some 2.9 million household views in the U.S. and Puerto Rico, according to Nielsen, which is providing the monitoring.
Andy Plesser, Founder and President of Beet.tv, is delighted and humbled by the support of his industry partners. “Puerto Rico holds a special place in my heart and I am grateful to all in the industry who have stepped up for the Boys and Girls Club of Puerto Rico,” he said. “In managing the formatting and distribution of the creative assets and inviting a large group of Spanish-language stations to provide air time, Extreme Reach greatly expanded the awareness of this campaign.”
“ER is proud to have played a part in doing what is good and right,” said CMO Melinda McLaughlin. “As we know so well, the power of sight, sound and motion to move people to action is particularly satisfying when leveraged for such an important cause.”
For more than 150 years the BGCA has provided high-impact after school services to nearly 5 million underserved youth through its 4,600 clubs. Club programs promote academic success, good character and citizenship, and healthy lifestyles. In a Harris Survey of alumni (that includes the likes of Denzel Washington, Courtney B. Vance, Shaquille O’Neal, State Supreme Court Justice Harry Lee Anstead, Cuba Gooding Jr., the list of luminaries goes on) 54 percent said the Club saved their lives.
For more on the campaign or to watch the first three videos, click over to Beet.TV.