Our brief was to make make being a Big Brother feel easy, approachable and fun. So what's easier than just hanging out? This pro-bono campaign ran all over the Bay Area largely on donated media. All the work features real, honest-to-goodness Bigs and Littles who are already in the program.
The campaign worked like crazy; Big Brother sign-ups increased almost 400% and the list of 800 little boys waiting for mentorship is finally shrinking.