Strategic Thinking:

With a two-year waiting list for little brothers to be matched with a big brother, this non-profit agency needed a way to generate more inquiries from local adult males.  Through a competitive selection process, they partnered with Communication Solutions to develop a volunteer recruitment strategy and campaign which could present the emotional rewards of "big brotherhood" with a call to action for male volunteers without raising concern from single parents regarding the agency's capacity to provide services.

Creative Solutions:

After in-depth market research and local focus-testing, Communication Solutions developed and implemented a multi-media campaign focussing on the positive aspects of being a big brother and emphasizing the concepts of fun, friendship and simplicity.  The campaign included media relations activities to harness the endorsement power of local male media personalities, posters displayed in washroom stalls of restaurants and shopping centres, movie theatre slides suggesting how easy it would be to have a little brother in that empty seat, and both print and radio public service announcements which focused on how a little effort by an adult can make a huge difference to a child.

Tangible Results:

Media relations and advertising placement resulted in record high editorial coverage and profile for Big Brothers Big Sisters of Kamloops - and compliments from the parents of "little brothers" on the positive and rewarding tone of the campaign.