Why did we update our tagline?

An effective tagline is critical to how an organization is viewed. While The Positive Place for Kids was our tagline for 17 years, our feedback from local Clubs indicated that it is time for an update, in sync with the BE GREAT message platform.

Where did “Great Futures Start Here” come from?

• The line emerged from the BE GREAT brand campaign.
• Clubs have enthusiastically embraced BE GREAT.
• To capitalize on that momentum and ensure the most effective messaging for the entire Movement, we held a year of dialogue with key stakeholders – Clubs, partners, board members – and conducted market research.
• Key research findings:
• High awareness of and favorability about Clubs, but familiarity with the Club experience and its ultimate impact remains low.
• People are inclined to support organizations that improve the community.
• The word “future” resonates with consumers and is a motivating factor for supporting causes.
• Clubs are associated with both ideas: making communities better and positively influencing the future.

Each word in the new tagline conveys important impressions about Boys & Girls Clubs:

• GREAT – Leverages the power of the BE GREAT message: Clubs help kids BE GREAT.
• FUTURES – References lives not yet lived; utilizes the aspirational appeal of fulfilling potential.
• START – Emphasizes the opportunity to change, even save, young lives; the need is urgent -- now is the time to start.
• HERE – The Club is a physical place, with a specific and special role in the community; the magic happens here.

Can we still use materials that have “The Positive Place for Kids” logo?

Yes, but you should begin a transition process as soon as possible. Utilize a “replace as you go” strategy: as you run out of stock on certain items – letterhead, other printed materials – replace them with new Great Futures Start Here materials.

Will items with The Positive Place for Kids logo still be available from national?

No. BGCA has discontinued the use of The Positive Place slogan.

Are we discontinuing the BE GREAT campaign?

No. Great Futures Start Here is part of the BE GREAT message platform. The new tagline will work in tandem with BE GREAT.