Pursuant Blog

28,000 Lives

We believe in the work of our clients—that’s why we’re here. But there are times you work with a group so passionate about what they do that you can’t help but be inspired. LA’s BEST is one of those groups.

LA’s BEST is an after school education program that’s been working with at-risk youth across Los Angeles since 1988. And this isn’t a one or two school program—they work with 180 elementary schools, serving 28,000 kids.

28,000…

That number has to sink in, because it isn’t just a number. This is 28,000 faces, 28,000 lives that are being changed. Each one has a unique story, and together with the staff of LA’s BEST, they are the story. The risks are very real for these kids—dropping out at an early age, drugs, crime, gangs and gang violence.

Variety Magazine recognized the power of this story, and that’s why LA’s BEST was one of two organizations chosen to be promoted in this year’s Power of Youth. Power of Youth is an annual event, sponsored by Variety that features a number of prominent young celebrities who come together to bring attention to organizations making a difference in the lives of kids in Los Angeles.

This meant a lot of fresh eyes on the organization, and our challenge was to create a video that captured the heart of LA’s BEST and inspired individuals to get involved. And after several brainstorming sessions and conference calls, and collaboration between our team and the team at LA’s BEST, we settled on a treatment that would bring it back to childhood; not to one story, but to all of our stories.

You can see the finished Imagine video, here. It had a great showing at the Power of Youth event, and has helped draw a lot of short term interest that will hopefully turn into long term support.

It wasn’t a frictionless process—great work never is. Their team is passionate, we’re passionate, and we both wanted this video to be as successful as possible. At the end of the day we had a product we were both proud of, and a solid foundation for a successful relationship down the road. We look forward to working with them, and you, in the future.

Matthew Austin Brown

Pursuant Creative Department