BALT REC & PARKS
Smells Like Teen Spirit Campaign
PROBLEM
Baltimore City Recreation & Parks needed to boost teen engagement across recreation centers citywide. Despite offering a range of programs, the department struggled to connect with younger audiences in a way that felt relevant and inviting. There was a clear disconnect between what was being offered and what teens actually wanted from their neighborhood rec centers.
SOLUTION
We launched a citywide 360 campaign—spanning graphic design, media, production,
and photography that put teens at the center of the story. By allowing youth to directly influence what went into their local rec centers, we created a campaign rooted in authenticity and ownership. Bold visuals, youth-driven storytelling, and dynamic content highlighted the changes being made—by teens, for teens—sparking new interest and pride in
Baltimore’s rec spaces.
35%
INCREASE IN WEBSITE TRAFFIC
25%
BOOST IN SOCIAL MEDIA FOLLOWERS
15%
MORE TEEN PARTICIPATION