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Police Athletic League(PAL) of New York City
Go Where Others Don't

RAN IN: United States

CLIENT
Police Athletic League

AGENCY
BBDO New York *Lead Agency


SUMMARY

The campaign successfully established a distinct "brand" identity for PAL behind a powerful message of "Go Where Others Don't". In doing so, it helped PAL exceed its objectives of driving awareness, donations, volunteerism, and participation in PAL programs. The advertising message was breakthrough and particularly motivating among our four key target groups: donators, volunteers, parents, and kids. The campaign was rooted in the truths that PAL goes further into troubled neighborhoods to help; that PAL volunteers go further to devote time in helping disadvantaged kids realize a brighter future; that money donated to PAL goes further to assist the most needy kids; and consequently, that PAL kids go further in life...to go places where others don't.


Language: English