Big Brothers Big Sisters | Mr. Smith Agency

Big Brothers Big Sisters

Powerful youth mentoring services

An integrated campaign that proves potential is everywhere.

Big Brothers Big Sisters (BBBS) provides powerful youth mentoring services by matching caring adults with children around the country. For more than 45 years, the organization’s Western New York chapter has impacted over 11,000 lives, providing children, teens, and their volunteers with meaningful relationships that last.

We work hard every day to provide our clients with a full array of strategic, creative capabilities, and every project has its own rewards for sure. But working in a pro-bono capacity with this chapeter has represented a true opportunity for our agency to apply our skills in a way that makes a measurable impact in our community.

In order to help BBBS generate an increase in volunteer sign ups (with a particular focus on young men of color), we developed a full-scale integrated consumer campaign that encompasses traditional OOH touchpoints like bus signage, alternative OOH opportunities like murals and wraps, and a host of digital efforts (both organic and paid social media).

We took some inspiration from the national-level rebranding being done by the organization, but crafted our own details to help spread the local message of empowerment (including a photoshoot with local Bigs and Littles). 

Our campaign with local Bigs and Littles helped spread awareness of BBBS’ mission: to nurture children and strengthen the communities they live in. These efforts impacted 527 lives and lead to 150 new volunteer matches.

The 30-day targeted social media campaign that we launched had a total reach of 13,667 and 24,955 impressions, generating 223 inquiries. This final effort led to BBBS reaching and then quickly surpassing their annual goal to a by over 15% – a 3X pace compared to previous efforts.

Mr. Smith worked as agency partner responsible for Strategy, Campaign Development, Brand Collateral, Visual Design, Digital Marketing, and Photography.