By Mathieu Chantelois
Many of us dream of having it all, and then there’s Jennifer Lopez.
55 million records sold. Judge on a world-famous talent show. A movie career, a clothing line, endorsement deals, a production company, two beautiful children … and apparently she doesn’t age!
And now? The first female spokesperson for Boys & Girls Clubs of America. And she has agreed to lend her voice to Boys and Girls Clubs of Canada!
This month, her Boys and Girls Club radio spot will soon be airing on our side of the border.
Thanks to our friends at Corus Entertainment, the commercial will air nationally—and free of charge!—on many Corus-owned radio stations. Other broadcasters across the country will also give us some free airtime.
In our 60-second radio spot, she emphasizes the essence of our Clubs. Lopez reminds us that “Jenny From the Block,” as she once dubbed herself, is from a hardscrabble stretch in New York City’s South Bronx. In the halls of her local Boys & Girls Club, Kips Bay, Lopez found a mentor who recognized and encouraged her love of music and dance.
Jennifer Lopez’s message is authentic; her Club story is real. It reminds our young people that they can become whoever they want to be, and that our Clubs believe in every single one of them. It’s often our staff and volunteers who inspire kids to discover their great futures.
In 2018, we will work hard to make sure that our message is consistent, captivating, and effective in engaging Canadians in the most meaningful way. Our Jennifer Lopez radio ad is a good start to the year as we hope to draw attention to our Clubs across Canadian airwaves.
My team is also creating a new Canada-specific PSA campaign to highlight who we are, what we do, and why it matters so much. We’re looking forward to the big unveiling in May at our 2018 National Conference in Charlottetown.
About Mathieu Chantelois
Mathieu Chantelois is an innovative, entrepreneurial and creative leader who has been building multi-level partnerships to enhance child and youth well-being through the mission and activities of Boys and Girls Clubs of Canada as the organization’s Vice President of Marketing, Communications & Development. Mathieu has written over 500 articles as a film critic and journalist published by Cineplex Magazine, Le magazine Cineplex, enRoute, La Presse, Toronto Star, Le Devoir, Voir, Via Destinations, Clin d’Œil, etc. I have made numerous appearances on TFO, Radio-Canada and CBC TV and radio, commenting on diverse social, cultural and political issues.