The client’s main goal for this campaign was to increase the number of male mentors who inquire about volunteer opportunities, and ultimately who become a menttor (Big). Big Brothers Big Sisters of Middle Tennessee recognized a strong need to extend their resources to the LGBTQ community.
As the representation and visibility of the LGBTQ community grows and the culture around gender becomes more accepting and inclusive, more and more people are feeling empowered to express their identity. However, this also brings discrimination against those who attempt to live as their true selves. This discrimination may cause harm and make these individuals suffer from severe trauma.
Big Brothers Big Sisters of Middle Tennesse understands the impact of victimization and sees mentoring as a path to healing. BBBSMT is dedicated to making a difference by creating professionally supported, one to-one matches for kids who want to realize their full potential.
Messaging Strategy: A mentor doesn’t have to create a child’s potential, they just need to defend it.
40% increase in submission entries.
2,500 hours pledged to Big Brother Big Sisters
The campaign contributed to changing the narrative in middle tenessee.
