BIG BROTHERS BIG SISTERS
For this Advanced Copywriting assignment on social justice organizations, we decided to promote BBBS by highlighting that being a mentor isn't as hard as many people believe. The problem to solve was that there are plenty of mentees in the program, but a shortage of mentors because people think it's a huge uptaking. We wanted to show people that being a mentor can be as simple as spending time with someone—because doing your usual meaningless activities with a Little makes them meaningful.
Anna Moore, Art Direction
The print ads are designed to emphasize that it's not difficult to be a mentor, you probably already have the means. They encourage people to take on a Little Brother/Sister because you can play video games, color, and just do simple things that will improve a Little's life.
Bigs and Littles are invited to an event organized by BBBS and they're encouraged to bring a plus one that may be interested in the program. It would be held to change the serious perspective of BBBS by showing the fun possible through the program. Listening to kids and adults roast each other takes the pressure off and shows mentoring can be laid-back.
In keeping with the laid-back and fun tone of this campaign, the BBBS account would reply to people who tweet the word "bored" with a subtle roast that communicates the strategy. They're designed to draw attention because Twitter users won't expect a social organization like BBBS to be so bold on social media.