In the eye of the storm of COVID-19, 100 Roses From Concrete created the G.R.O.W.T.H. Initiative. In partnership with the Advertising Club of New York and Save the Internship New York, and in collaboration with Publicis Groupe’s PlowShare division and Extreme Reach, over 50 talented and diverse students were selected from across the country to participate in this immersive experience.

The “GIFS” Growth Initiative Fellows, gave eight weeks of their summer learning, growing, and developing quality creative campaign work for four deserving nonprofit organizations: City Living NY, CONNECT NYC, Live Light Live Right and RAISE.

In placing our PSAs, you help honor the endurance and celebrate the work of our GIFs, but also raise awareness for some of the most impactful nonprofits in New York City.

Learn more about 100 Roses From Concrete, and the G.R.O.W.T.H. Initiative at 100RosesFromConcrete.com.

Urban League of Union County: Because of You, I Can

Urban League of Union County helps African-American and other underserved communities achieve social parity and economic selfreliance. The nonprofit not only spearheads housing assistance and reentry programs, but they also advocate for services to close the equality gap. Based in Elizabeth, N.J., Urban League of Union County creates real change in the community because of the individuals who support the movement.

The “Because of You, I Can” campaign raises awareness for theunique programs that empower African Americans and others in underserved communities. The campaign highlights testimonies from people, who were positively impacted by Urban League, to encourage new and existing supporters to make a contribution.

CoolxDad: I am X

CoolxDad is a non-profit organizationbased out of Houston that strives to aid and uplift fathers of color striving to build a better world for their children and serve the communities in which they live. The organization stays true to their mission by consistently giving back to their community through various events like financial literacy webinars, wellness workshops, fundraisers, basketball camps, and monthly networking socials.

CoolxDad is redefining what it means to be a father and breaking down negative stereotypes in their community. The “I am X” campaign strives to speak to audiences outside of fathers of color and highlight the non-traditional parental figures. The campaign honors those who have stepped into the father figure role and their efforts to build a better world for their children.