Situation

The Hollenbeck Youth Center was built from the ground up through the voluntary efforts of the civic and business communities in the Boyle Heights region of Los Angeles. With adult supervision from the Rampart Division of the LAPD, it has provided a viable alternative to life on the streets where gangs and crime are often the accepted way of life.
   A number of Olympic and world champion athletes have been cultivated at the Center – including Paul Gonzales and Oscar de la Joya. To cover operating costs, it continues to hold fund raising events, the largest of which has been the Annual Salute to the Dodgers Luncheon.

Problem

The agency was asked to do pro bono work for a good cause. The Los Angeles Dodgers had won the World Series in October. Fernando Valenzuela was their Rookie of the Year and Cy Young Award Winner, as well as the first athlete to break the $1 million barier in Baseball. Boyle Height is heavily Hispanic, so Hollenbeck decided to host another fundraiser with the Los Angeles Dodgers.

The Where We Love Our Kids Campaign:  The agency was appointed to the board and played a major role in planning the Event: The 2nd Annual Salute to the Dodgers Luncheon.
   Hollenbeck had hosted a fundraider luncheon the year before, when winning another World Series was only a dream. But, given the Dodger's success, this year's event was booked at The Los Angeles Convention Center on Cinco de Mayo. The agency went to work.
  The Agency wrote and printed a four-color, 24-page Program as a handout for the event. It sold ads to national and local advertisers to cover its costs. The center fold in the Program was designed to be an optional 4-page brochure -- The Hollenbeck Story -- that, after the event, continued to be used over and over in the years that followed to promote the Center.