Philadelphia City Rowing
Concept Campaign | Outdoor/Print Advertising | Social Media
Competitive rowing has a reputation of being an elitist sport. PCR is a non-profit trying to change that perception by providing Philadelphia's youth with the opportunity to be a part of the deep rooted local rowing community. A "POWER 10" is a call made during races to get the rowers to give it their all for ten really strong strokes. This 'Call to Action' plays off the unique language of the sport and speaks directly to people familiar with working together to put all their effort behind a cause. Each piece of this project calls out a different objective of PCR: closing the achievement gap, inspiring more young people to fulfill their full potential, and stemming the drop-out epidemic.