Function: Branding, Concept & Copy
Channel: Outdoor, TV & Video
About This Project
Huckleberry Youth Programs gives underserved youth and their families the support they need. From housing and crisis intervention to preparing high school students for college and careers in health care, Huckleberry Youth Programs provides its clients with a brighter future.
Partnering with art director Marc Marvin, Prime Chuck Creative concepted TV, outdoor, and radio to help raise awareness of this important Bay Area nonprofit prior to their big annual fundraiser. The television spot was a pro-bono effort produced by Lauren Schwartz and Steven Sills of Kaboom Productions, directed and edited by Michele Atkins. Everyone volunteered their time, and we called in favors to get hard costs to near zero.
In the end, our team donated $350,000 worth of services to the cause. Why? Because it matters. Our campaign tagline says it all: “Where there’s Huckleberry, there’s Hope.” Isabel Allende agreed, writing in her personal blog, “Huckleberry Youth has a simple catch phrase that sums its work up nicely: Where There’s Huckleberry, There’s Hope.” Not everyday a tagline is praised by a world-renown author.