BBBSA’s “It Takes Little to Be Big” campaign was developed to address the critical shortage of mentors, with over 30,000 kids on the BBBS waitlist for a mentor nationwide.
Market research revealed two significant barriers to potential volunteers:
1. Time: Many potential mentors felt they didn’t have enough time to commit and make an impact due to the pressures of work, family, and everyday life.
2. Perceived Burden of Mentorship: Many people believed they needed to have a certain level of achievement, expertise or “superhero” to be a good mentor.
Amidst an overall decline in U.S. volunteerism, the campaign’s primary objectives were to shift perceptions of mentorship and inspire more people to volunteer by demonstrating that seemingly small mentorship moments can have a lasting impact.
In response, the campaign reframed mentorship with the message, “It Takes Little to Be Big”. It was designed to show that simple everyday interactions—like grabbing a coffee, having pizza—activities that people already do every day, could make a profound difference in a young person’s life.
This message was tailored across digital, earned media, music, mentorship experiences, celebrities, media partnerships with TikTok and iHeart Media, as well as corporate partners and local platforms across BBBS’ network of 230+ local agencies nationwide, to meet potential volunteers where they are, and build relevance through a connection to culture.
By addressing the barriers and unifying the message across channels, the campaign made mentorship feel approachable and impactful, motivating more volunteers to sign up and make a difference.
The "It Takes Little to Be Big" campaign was built on a simple yet powerful strategy: to change the perception of mentorship from something time-consuming and burdensome to something easy, accessible, and impactful. Through strategic partnerships, impactful media moments, and a robust grassroots movement, the "It Takes Little to Be Big" campaign unified messaging across multiple channels to change perceptions, inspire action, and directly address the national mentoring gap. These efforts ultimately not only drove volunteer sign-ups but also embedded the concept of mentorship into the broader culture, aligning the BBBSA brand with meaningful cultural moments and conversations.
BBBSA launched multi-faceted approach that unified digital, social, and traditional media channels. The message, "It Takes Little to Be Big," was designed to reach potential volunteers where they were.
Challenges included shifting perceptions of mentorship to increase volunteerism. To combat this, the campaign consistently demonstrated how easy it could be to make a difference, across multiple platforms:
BBBSA also provided crucial resources and support for its network of 230+ local agencies, ensuring they could adapt the campaign for their communities while aligning with the national strategy. Instructional webinars and customizable assets empowered these agencies to spread the campaign’s message effectively across 5,000+ communities nationwide. BBBSA’s first unified brand calendar ensured that the National Office and local agencies worked in sync to maximize the campaign's impact.
The Game Changers influencer initiative was launched during the campaign, mobilizing a group of 18 celebrity and influential men, including Daymond John and Wayne Brady, to encourage more volunteers of color to become mentors. These influencers shared their personal most impactful mentorship moments in videos and participated in media.
"The It Takes Little to Be Big" campaign significantly increasing volunteer engagement and awareness of BBBSA’s mission. Within just six weeks of the campaign’s launch in September 2023, volunteer sign-ups nationwide increased by 30%. As BBBSA celebrates the 1-year anniversary of the campaign launch, the positive growth in volunteer recruitment is continuing. As of 9/1/2024, there is a 7% increase over the same 1-year time period last year.
The campaign's omnichannel approach, which included a compelling PSA, digital, out-of-home, broadcast, and radio activations, resonated deeply with diverse audiences. This impact is reflected in key performance metrics: a +47 point increase in BBBSA’s relevance, a +17 point rise in volunteerism, and a +23 point increase in donations.
The campaign was especially effective at reaching BIPOC men, a critical target demographic for BBBSA, with high recall and likability rates of 78% and 81%, respectively. These results demonstrated the campaign’s ability to mobilize new mentors, particularly men of color.
Out-of-home advertising through Clear Channel Outdoor’s digital billboard activation spanned 29 major U.S. markets, generating 66.3 million media impressions, including a high value, high-visibility 30-minute Times Square roadblock.
Additionally, Aloe Blacc’s original song, "Never Let You Down," was donated to the campaign and supported by iHeartMedia. A 30-second PSA aired daily across 829 stations for 14 days, further amplifying the campaign’s message.
Through this cohesive and innovative strategy, the campaign successfully met and exceeded its goals, making a meaningful impact on volunteer recruitment and cultural relevance.
