USC football head coach Pete Carroll gathered LA community leaders together hoping to build “a better LA”, giving an escape to gang violence and school abandon to kids which he coached on the football field.
In April 2003 “A Better LA” was founded, teaching “skills that support individual and collective achievement of visions, goals and objectives. The special curriculum addresses issues related to gangs, drugs, self-esteem, isolation, depression and suicide, lack of motivation, and perceived inability to prepare for the future. We believe that helping to change communities from within is the only way we will sustainably reduce violence and save lives.”
Agency Juxt Interactive worked on the internet presence of this community, featuring several ways to get involved, from donations to merchandising or social media, a good reference on how to setup non-profit website.