Big Brothers Big Sisters of America debuts new brand campaign

The youth mentoring organization Big Brothers Big Sisters of America (BBBSA) has launched a new brand campaign titled “It Takes Little to Be Big” that challenges the myths surrounding mentoring.

BBBSA noted that one in three American children are growing up without a sustained, positive adult mentor in their lives ”“ adding the organization has over 30,000 children on its wait list for a mentor. BBBSA set a goal to engage one million volunteers (“Bigs”), alumni, supporters, influencers and strategic partners to highlight the value of mentorship in today”™s society.

The new campaign was developed in partnership with Dentsu Creative and director/photographer, Joshua Kissi and features a new public service announcement, advertising and digital content were created and feature real mentors and young people from the Los Angeles area. The campaign seeks to reinforce the authenticity of mentor-youth matches and puts a spotlight on redefining the little moments of mentorship that can make a big impact on the lives of young people.

In addition to the campaign PSA and creative, singer/songwriter Aloe Blacc released an original song and campaign anthem “Never Let You Down,” inspired by the stories of matches across the country. The song is available for download on all streaming platforms, with a portion of proceeds supporting BBBSA.

“We believe in the power of mentorship””we’ve seen its lifelong impact for the millions of kids we’ve served, and on the lives of Bigs who serve as mentors,” said Artis Stevens, president and CEO of BBBSA. “Today, Big Brothers Big Sisters is transforming what mentorship looks like in our country and calling on people in communities everywhere to join us in this movement and be part of something big. Through this campaign, our partners, alumni, and supporters will create access and opportunity for more kids through mentorship as we strive to close the mentorship gap and create lasting impact in countless lives.”