Big Brothers Big Sisters
The Client
Big Brothers Big Sisters (BBBS) Lone Star represents one of the largest combined need areas, including Dallas County, Greater Houston, Tarrant County, West Central Texas, and Wichita Falls.
The Need
BBBS Lone Star created the Amachi Program to help recruit African American and Latino male Bigs (mentors) to match with Littles (children seeking mentors) of the same backgrounds. The reason—the BBBS chapter’s Littles vastly outnumbered available Bigs.
The Amachi Program’s marketing campaign needed to generate awareness, address the mentoring gap, and result in engagement from potential African American and Latino Bigs.
The Strategy
In a crowded, donation-weary world, we wanted BBBS to stand out, but in an authentic way that the organization is well-known for. We built a holistic strategy that would allow the campaign’s messaging and visuals to be approachable yet bold to invoke emotion that would transcend various digital platforms.
The Work
We approached this campaign in an action-invoking way by using proactive, direct language that showcased the Bigs opening up a new world of opportunities for Littles. We used photography to illustrate the importance of an authentic connection between the BBBS Lone Star Bigs and their Littles. Using double exposure, we presented the Bigs as having a significant presence in Littles' lives—supporting this idea by showing each Little's world framed by their Big's image. Inside, the Little is playing, learning, and flourishing. We focused on platforms that offered engaging content placement opportunities and targeted users based on behavior-based interests curated to each market.
The Result
The campaign helped solidify BBBS Lone Star as one of the highest-performing chapters in the U.S.—with a significant increase in volunteer inquiries and a diverse pool of candidates.
