#HopeIsTougher was an integrated fundraising approach that showed the hope behind the violence, to inspire people to donate money to keep Off The Street Club doors open.

We transplanted a real bullet hole from one of Off The Street Club’s bulletproof windows to the Tribune Tower, a Chicago building known for the historical fragments that adorn its facade. The bullet hole was displayed in an interactive installation that allowed people to use their phones to unlock real stories of hope behind the violence and donate to the club.

2016 was a deadly year in Chicago, so we responded to negative news on social media with timely content showing the hope behind the violence and encouraging donations.

To highlight the growing rates of PTSD among children in violent neighborhoods, we had combat soldiers read letters written by the children of Off The Street Club. Then on Veterans Day, we surprised the nation with a branded content piece that showcased how resilient the children are. The film was shared on social media networks to encourage donations to the Club.

#HopeIsTougher was the most successful integrated fundraising campaign in the Club’s 116 years, raising enough money to keep the doors open for years to come, and helping to keep over 3000 brave, young kids from being recruited into gang drugs and violence.