“I was happy in the haze of a drunken hour, but heaven knows I’m miserable now.” Yes, dear readers, this week we are heading to Manchester, courtesy of The Smiths, for a new campaign which aims to raise £250,000 by the end of November to ensure the future of the historic Salford Lads’ & Girls’ Club.
Established in 1904 by James Grimble Groves and William Grimble Groves, who were partners in the Groves Whitnall Brewery in nearby Regent Road, the club is said to be more than just a community centre, it is a cornerstone of Salford’s cultural heritage and a cradle of British musical history.
Immortalised by The Smiths on the sleeve of their third studio album, The Queen Is Dead, many other music artists have passed through its doors. There is even a shrine to the band, The Smiths Room, which includes the first pictures and Post-it notes from fans and was officially opened in June 2004.
However, the club has suffered a drop in grant income in an increasingly competitive field. Last year its annual income was £160,000, while its outgoings came to £394,700.
To help drum up vital fundraising support, Dentsu has joined forces with the North West’s media community for the campaign, with 140 out-of-home billboards and digital advertising sites donated by Clear Channel, JCDecaux, and Ocean Outdoor.
The posters carry the poignant message “Don’t let the lights go out” and feature QR codes for instant donations.
The campaign is further supported by a broader media push, with charitably donated advertising space from Spotify, Blis and LadBible, with cinema and radio to follow from Home and Global, amplifying the campaign’s reach.
This media collaboration has been produced alongside a new social film that celebrates the club’s enduring influence on generations of musicians and youth alike.
Featuring real club alumni, including longest serving club volunteer Dennis Lewtas and Blane Heaney, a former club member turned youth worker who credits the club for providing stability, the film premiered during a Coronation Street ad break this week. ITV also donated the peak-time TV ad space free of charge.
Meanwhile, the Manchester Arndale Centre will switch off its Christmas tree and surrounding festive lights for one evening, standing alongside Salford Lads’ & Girls’ Club in their urgent bid to secure essential funds. By dimming the festive lights, the Arndale aims to make sure people are aware of the lights going out at the club and hope to inspire the community to help keep donating and keep the lights on and doors open.
The campaign has been a collective effort, which has also included Morrisey, Johnny Marr, Warner Chappell Music and Universal Music.
Salford Lads’ & Girls’ Club representative Laura Slingsby said: “We are incredibly grateful and deeply moved by the overwhelming support we’ve received. The dedication shown by Dentsu and the many media outlets rallying around us is beyond inspiring. To see our story, our heritage, and our mission brought to life on such a large scale has been humbling.
“Every donation, every shared message, and every bit of awareness raised is a lifeline that helps ensure the future of this club and the young people it supports. We can’t thank everyone enough for helping us keep the lights on for the next generation.”
Dentsu Creative joint managing director Julie Chadwick added: “This club represents more than a physical space; it’s a vital institution that has supported and empowered young people for over a century, fostering community and creativity in ways that resonate deeply with our values.
“Seeing our teams unite behind the campaign has been inspiring. It exemplifies the power of collaboration and shared purpose, showcasing the very best of our organisation. Together, we’re ensuring that Salford Lads’ & Girls’ Club remains a place of inspiration, safety, and opportunity for generations to come.”
So, what is the consensus around the Decision Marketing office?
Well, sadly this is far from a unique case. In the run-up to the general election, youth groups urged the new Government to inject up to £1bn a year into services after the number of local authority-run youth centres in England fell from 917 to 427 between 2012 and 2023, as council spending was reduced by 75%. About 4,500 youth workers have been lost, according to estimates by the trade union Unison.
Naturally, this campaign to raise funds to keep Salford Lads’ & Girls’ Club running is a great collaboration. However, quite why a city the size of Manchester – with two Premier League football clubs worth billions of pounds – has not been able to get its act together to save the place before now beggars belief.
But what about the hundreds of other such institutions which are under threat? For some inexplicable reason, people seem more concerned with the plight of a few privileged multi-millionaire farmers than they are with millions of underprivileged British youngsters. To channel The Smiths for a moment, “please, please, please let them get what they want this time”…
Decision Marketing Adometer: A “panic on the streets” 10 out of 10
