The G.R.O.W.T.H. Initiative was established by 100 Roses From Concrete during the COVID-19 pandemic. In collaboration with Publicis Groupe's PlowShare division and Extreme Reach, 140 promising and diverse students nationwide were selected for a virtual advertising program over the past four years.

In the summer of 2023, the G.R.O.W.T.H. Initiative Fellows, affectionately known as "GIFs," will participate in a ten-week summer program to learn, develop, and create campaigns for two nonprofit organizations, including Artistic Noise and H.B.C.U.s Outside.

By sharing our P.S.A.s, you demonstrate our GIFs' hard work and commitment and bring attention to significant nonprofits in New York City and the United States.

Explore 100 Roses From Concrete and the G.R.O.W.T.H. Initiative further by visiting 100RosesFromConcrete.com.

HBCU Outside

HBCU Outside is a non-profit organization that strives to increase the representation of the Black community in the outdoors. Through partnering with Historically Black Colleges and Universities, HBCUs Outside educates and provides resources needed to reach the HBCU community. HBCUs Outside encourages these students and alumni of all ages to join their community, pushing them to express their culture and greatness as they are enjoying the outdoors.

The “Find Us Outside” PSA informs audiences that HBCUs Outside fosters an outdoor and community-driven organization. The PSA exhibits the importance of taking time away from everyday stressors and encourages self-care. No matter what self-care looks like for some, outdoor activities can be an additional way for many to unwind and connect with the HBCU community and Black culture.

Art Is Hard

Artistic Noise is a Harlem-based non-profit that amplifies the voices of system-impacted youth and empowers them to control their own narratives through art. The organization provides safe spaces, creative workshops, career readiness programs, and a pathway to adulthood. Art is used as a tool to build a community and enrich frequently overlooked communities.

The “Art is Hard” campaign challenges the dismissal of using art to address societal issues by showcasing artwork made by the Artistic Noise community. Juxtaposing the hardships of systemic issues with the known difficulties of creating art, this PSA tells a story about the nonprofit’s mission of art and creativity, giving system-impacted youth a voice and a community to be heard.