Two years ago, PJA Advertising + Marketing (PJA) launched a bold, innovative pro bono campaign based on a new word “Uncornered”. PJA felt that a single word could change the way people think about the potential of gang members to be positive change agents who can end systemic, generational, urban poverty, according to PJA’s Chief Executive Officer, Phil Johnson.

Johnson offers, “ We started PJA Advertising to specialize in healthcare and technology and I sometimes asked what do new technologies, life science innovations, and gang members have in common?

They are not easy to sell to the public.

However, the name and has drawn national attention to College Bound Dorchester’s first- in-the-nation corner to college Boston Uncornered solution that pays gang members $400 per week to go to college, get a degree, stay in the community, earn a living wage, and become positive, rather than negative role models on our city’s most violent streets.

PJA is brought this branding to life with the Uncornered Photo Documentary Exhibit, which was on display on Boston Common this past summer and is expected to move to Boston’s City Hall and the University of Massachusetts / Boston later this year.

It paired striking photos of famous and unknown people by Boston photographer John Huet with stories about a time when participants found themselves cornered by racism, a traumatic event, or low expectations and what happened to get them to turn things around and become ‘uncornered’.

About College Bound Dorchester

Founded in 2009, College Bound Dorchester is a Boston nonprofit using education to end systemic generational urban poverty and violence through its Uncornered solution to quip young people with the attitude, skills and experience to graduate from college, focusing on engaging gang-involved youth to become positive leaders in their community.

About PJA

PJA is a $75 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: GE Healthcare, PAREXEL, Patheon, Molecular Health, Xylem, and Aprecia. For more information, visit agencypja.com.