To communicate its advocacy efforts, BGCA has launched the BE GREAT campaign, which was developed by McCann Worldgroup working on a pro bono basis. Public relations agency Weber Shandwick will provide pro bono media relations and event support. This integrated campaign positions BGCA as a recognized leader in youth development, with proven programs tackling tough issues like the high school dropout rate, childhood obesity and gangs.

Campaign components include: www.BeGreatAmerica.org, billboards, transit signs, TV/radio public service announcements, print/outdoor ads, facebook, YouTube, an advertorial series addressing key issues facing young people, and PR/advocacy with issue-based events, PR tools and media templates to help local Clubs advocate on behalf of youth.

The San Francisco division of McCann Worldgroup is providing some $1 million in services to develop these advertising tools on an annual basis.