DETROIT, MI--(Marketwired - Apr 30, 2014) - Today, full-service advertising agency Doner launched a new integrated campaign on behalf of Bellefaire JCB, an innovative organization that provides exceptional care, education, and advocacy to enhance the emotional, physical and intellectual well-being of children, young adults and families. The campaign aims to raise public awareness about the issues surrounding homeless and missing youth and educate communities on how they can help.
"With the launch of our new campaign for Bellefaire JCB, we're looking to engage the communities of northeast Ohio to generate awareness about the issues facing homeless youth," said Paul Forsyth, VP, Creative Director at Doner. "For most kids, being homeless was not a choice, and through our efforts we hope to provide a voice to those in need of help."
The centerpiece of "Take A Closer Look" is a series of lifelike and visually striking faceless figures that have been placed across Greater Cleveland. Each of these figures are wearing a sweatshirt that shares the reason behind their homelessness, bringing awareness to the various issues. For example, one of the sweatshirt headlines reads, "My dad kicked me out because I'm gay," while another reads, "I'm missing and my parents don't care." A floor sticker accompanies each figure providing additional information about the issue and how the passerby can help. The campaign also features television and radio PSAs, as well as social media and print executions.
"Bellefaire JCB is at the forefront of this issue," said Adam G. Jacobs, Ph.D, Bellefaire JCB President. "Our Homeless and Missing Youth Program served over 4,000 teens, families and community members in Northeast Ohio last year. This effort provides a great opportunity for us to ensure that proper attention is given to this critical community challenge and ultimately leads to enhanced services for youth and families in need."
About Bellefaire JCB
Bellefaire JCB is among the nation's largest, most experienced child service agencies providing a variety of behavioral health, substance abuse, education and prevention services. Bellefaire helps over 21,000 youth and their families annually through its more than 25 programs including outpatient and school-based counseling, prevention and early intervention (Social Advocates for Youth - SAY), homeless and missing youth, foster care and adoption, and residential treatment including crisis stabilization, drug and alcohol treatment, and transitional and independent living. Comprehensive autism services are provided to individuals age 3 through adulthood through Monarch Center for Autism.
Doner is a full-service, performance-driven advertising agency that has built on its strong creative legacy to create a truly modern, integrated creative network with offices in Detroit, Atlanta, Cleveland, London and Los Angeles. Doner moves at the speed of business, offering true integration and total activation through proprietary tools and in-house proficiencies including a multi-platform production studio, media planning and buying capabilities, a state-of-the-art digital technology hub -- the Digital Underground, and the Doner Social Currency Index -- a measurement tool that tracks overall brand visibility. With over $1.5 billion in billings, Doner is a part of the MDC Partners network and serves clients including JCPenney, AutoZone, Choice Hotels International, Chrysler Group LLC, Stanley Steemer, The Coca-Cola Company, Cox Communications, DuPont, Harman, Serta, Sherwin-Williams, Smithfield Foods and The UPS Store.