G.R.O.W.T.H. Initiative

The G.R.O.W.T.H. Initiative was established by 100 Roses From Concrete during the COVID-19 pandemic. Over the past five years, in collaboration with Publicis Groupe's PlowShare division and Extreme Reach, close to 200 promising and diverse students nationwide have been selected for a virtual advertising program.

In the summer of 2024, the G.R.O.W.T.H. Initiative Fellows, affectionately known as “GIFs,"   participated in a ten-week summer program to learn, develop, and create a campaign for the nonprofit organization Crossroads Theatre Company.

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

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

Crossroads Theatre Company

With a lack of roles and opportunities for Black talent, Crossroads Theatre was co-founded in New Jersey by Ricardo Khan and Lee Kenneth Richardson in 1978. Their goal was to showcase that Black Theatre is intended for all audiences. Today, Crossroads continues to center cross-cultural and diasporic conversations through entertainment with authenticity, ingenuity, and purpose.

With such a rich and poignant history, this PSA highlights the importance of Crossroads’ historical achievements in setting the stage for future storytellers and artists in order to re-define the theater experience. Crossroads invites the audience to step into the spotlight and define their legacy.