Big Brothers Big Sisters

OVERVIEW / PROBLEM

Big Brothers Big Sisters were looking to increase the number of mentors to provide meaningful experiences for young people in Halifax. With the waiting list to receive a Big exceeding 106 individuals, it was apparent that action was needed in order to create a continued source of role models for these young people.

APPROACH

22,000 forced from their homes. 1 tells her story.
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Our strategy included an experiential campaign that used OOH advertisements placed across major junctures in the City. In addition, video content was broadcasted on Big Brothers Big Sisters social media channels, as well as TV and radio. Guerilla tactics such as messaging within cafés were employed to further emphasize the campaign.