Calling All Dudes

In 2008, Big Brothers Big Sisters of Kansas City had a waiting list of hundreds of boys in need of a male mentor. To address this problem, we crafted a print, outdoor and radio campaign that appeals to the 10-year-old boy that lives inside every man, and adopted texting technology that made signup so easy a kid could do it. In just a few months, we flipped the script for BBBS-KC; at the end of our campaign, they had a waiting list of hundreds men in need of a Little to mentor.

Problem solved? Big Brothers Big Sisters of America thought so; they picked up the campaign and used it to recruit male Bigs nationwide.