PHILADELPHIA: Big Brothers Big Sisters of America has launched Start Something, a new campaign that repositions the nonprofit's mentoring network.
In addition to TV, radio, print, outdoor and online PSAs, the effort includes a strong PR component from Allison & Partners, which has donated more than $150,000 in services to Big Brothers Big Sisters.
Mack Koonce, EVP and COO of Big Brothers Big Sisters of America, said the campaign aims to bring greater awareness of the organization in terms of its ability to help kids and families facing adversity.
“We have an unbelievable identity around mentoring, but we also want to have a strong identity around the outcomes of that mentoring,” said Koonce. “The second thing we are doing with Start Something is to recognize donors in addition to volunteers, because when you donate you are also enabling a child to get on the right path.“
To help launch Start Something on January 13, Allison & Partners created Bring Your Little to Work Day, which encourages mentors to bring the child they're matched with to their work or school. “We wanted to create a story around Start Something and help spread the message,” said Tiffani Carter, VP at Allison & Partners.
Media outreach includes a segment January 17 on The Early Show, featuring 15 matches between mentors and kids from the New York area. “Big Brothers Big Sisters takes a scientific approach to making matches because they are meant to be long term, so it's important to show how those matches are sustained,” said Carter. “It is another way to sell the Start Something story.”
Developed pro bono by ad agency Publicis Modem in partnership with AD Council, Start Something was first introduced last year through a redesign of Big Brothers Big Sisters' website and through local pilot agencies.
Koonce said Start Something is the start of a multi-year effort.