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Boys & Girls Clubs begins Systemic Opportunity campaign

Boys & Girls Clubs of Canada has begun a new marketing campaign called “Systemic Opportunity.” Developed by Round of Toronto, the campaign is intended to highlight the role played by the organization in “building social safety nets” for young Canadians. The creative juxtaposes the work of the organization with systemic social issues such as racism, poverty, abuse and educational difficulties. The campaign will begin with social media content, followed by television and cinema advertising.

“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.” said Paul Riss, creative director at Round. “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.”

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