(5/19/2020 – Syracuse, N.Y.) ABC was recently honored with a Communicator Award of Distinction in the Cause-Related Integrated Marketing Campaign category for our work with the Good Life Youth Foundation.
Syracuse is home to the highest concentration of poverty among African Americans and Latinos in the country and teens with no alternatives tend to turn to the streets for survival, which is frequently a path to incarceration and recidivism. It’s a challenge few are willing or even have the resources to take on, but the Good Life Youth Foundation is making noise using hip-hop culture as its stage to reach these at-risk youth.
The ABC team sat down with Good Life Youth Foundation CEO and Founder Hasan Stephens to hear his story and idea behind his unique organization. The foundation brings together his two loves of education and hip-hop to provide a positive influence and ultimately change lives.
Through interviews and research with Hasan and his team, ABC created a written feature, video and photography, all of which live on a web page developed for both fundraising and PR purposes.
The PR team identified numerous angles to pitch and assembled a strategic list of media outlets for outreach from major news networks and talk shows to hip-hop publications and websites. ABC also designed a unique print piece focused on Good Life’s work and need for the Hip-Hop Center for Youth Entrepreneurship.
With over 6,000 entries received from across the U.S. and around the world, the Communicator Awards is the largest and most competitive awards program honoring creative excellence for communication professionals.