Huckleberry Youth Programs contacted me recently to help generate awareness and support for the organization by creating a TV spot. They had very big goals and a very small budget. I agreed to work without fees on the project because of the strength of the services they offer underserved youth in San Francisco and Marin. I asked a writer, producer and media planner who are friends to join the cause. After a campaign was selected, we reached out to a production company to shoot the PSA. They provided a very talented director/editor to work on the project. They also got a motion graphics company, recording studio and music house to help. The limited budget was only spent on hard costs. No one was paid a fee.


The campaign tag line, “Where there’s Huckleberry, there’s Hope.” summarizes the range of programs and support offered from their inspirational staff and the opportunity it gives undeserved youth.


What started out as a PSA grew into a successful, integrated campaign featuring OOH, rich media and radio. As a result, Huckleberry received over $350,000 in services and fees for just a fraction of the cost, to fit their limited budget and the organization’s unlimited potential.