Brief

In summer 2007, Big Brothers Big Sisters of the Okanagan (BBBSO) made a bold move in response to some serious challenges facing the organization. Although recruitment of mentors in Kelowna, the central city of their region, remained quite strong, there had been a drop in enrollment in the outlying areas of Vernon and Penticton. Even more concerning was a marked shortage of male mentors.
 

Approach

Research within the organization and community to uncover why BBBSO was having problems attracting suitable mentors was conducted. The insights gathered informed the creative and strategy understanding the goal was to increase a target audience of active males, aged 25 to 39, with moderate incomes and completion of school. Touchpoint (then Madhouse Creative Kelowna) determined the target audience did not necessarily see themselves as having the time or the tools to be a Big Brother. Thus was born the BB Hero and the tagline “You may think you’re just an average guy, but to a kid you’re so much more”, and the Big Hero campaign and a comprehensive launch plan were created.
 
The launch utilized guerrilla marketing techniques including life-size Big Heroes cutouts descending on the downtown areas of Vernon, Penticton and Kelowna. The Big Heroes were placed at key locations and outside of media outlets. A comprehensive media kit was developed to encourage the media to tell the Big Heroes story complete with a superhero mask, news release and photos on disk.
 
Innovative ways to reach out to the community and the male mentor demographic were also needed, and in addition to traditional advertising in newspapers and radio, mirrored posters in pubs, online advertising and social media was utilized.
 
The need for funds to fuel production and advertising costs was apparent. Based on the strategy outlined by Touchpoint, BBBSO cultivated an opportunity to partner with Interior Savings Credit Union on the campaign.
 

Results

The response to the campaign was very strong and is described by BBBSO as “unprecedented”. Media outlets appreciated the innovation resulting in widespread coverage and numerous interviews. The public relations launch and resulting coverage was followed up by advertisements and increased, consistent visibility in the community. Male mentor inquiries exceeded the goals.
 
As well BBBSO has benefited from the campaign due to the raised profile of the organization. It is understood that donations have increased as a result.