McCann Worldgroup and Oscar winner Denzel Washington have spearheaded an integrated campaign for the Boys & Girls Club of America.
Washington, an alumnus of the organization, preaches optimism and hope for youngsters via TV, print, outdoor and the web. The website in fact is the foundation of the campaign and includes bios and childhood photos of Denzel and other B&G alumni such as Shaquille O'Neal and General Wesley Clark.
Additionally, there is a "wall of greatness" where any and all Boys & Girls Club members can add their name, location and the year they joined. The wall, which shifts with the move a mouse, includes other notables such as Michael Jordan and Mark Wahlberg.
The site also includes links to donate and a location finder of your nearest Boys & Girls Club.