This is a terrific tagline! You have never heard of Homeboy, but I bet you have a pretty good idea of what they do and why.
13 Nonprofits were honored last fall for Outstanding Taglines. A nonprofit's tagline is hands down the briefest, easiest and most effective way to communicate its identity and impact. But this high-impact, low-cost marketing tactic is often overlooked or under-emphasized by nonprofits. GettingAttention.org's 2008 survey of nonprofits showed that 7 in 10 nonprofits rated their tagline as poor or didn't use one at all.
The annual Getting Attention Nonprofit Tagline Awards program was designed to address this missed opportunity, and guide nonprofits to craft an effective tagline. This year's winners were selected from 60 finalists drawn from 1,702 nonprofit taglines submitted to the 2009 Getting Attention Nonprofit Tagline Awards competition.
The winning taglines are featured in the free 2009 Getting Attention Nonprofit Tagline Report available for download.
This is a long report but it is skim-able and I promise you will find it thought provoking.