GRANDS FRÈRES GRANDES SOEURS CAMPAIGN
"We are bigger together”
Big Brothers Big Sisters has been operating in Canada for over a century. It has over 102 member organizations all working towards the same mission, "to create inspiring and empowering mentoring relationships that reveal the full potential of young people and equip them for the future". Supportive relationships have a positive impact on the lives of children and young people enabling them to better overcome their challenges.
Three member organizations - Big Brothers Big Sisters of Greater Montreal, Porte du Nord and Montérégie - have joined forces to launch a powerful campaign that specifically targets mentors, who through their volunteer involvement contribute to the full development of the children and teens they are matched with. The "We are bigger together" advertising campaign was created with a goal to recruit Big Brothers and Big Sisters and to highlight their role in supporting young people.
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During the first phase of support, we defined the main lines of the strategy to be deployed, knowing that we were faced with the major challenge of developing tools common to three organizations with different geographical areas.
We then created and developed a set of tools to reach the maximum number of volunteers in the Montreal, Laval, Lanaudière, Laurentides and Montérégie regions:
+ Creation of a catchy advertising slogan
The slogan "We are bigger together" highlights the value of pairing up adults and young people, emphasizing the strength of the "duo" as a team where the child can evolve thanks to the valuable role of the mentor.
+ Development of an effective landing page
The concept of the "duo" is deployed throughout the landing page, the main communication tool of the campaign to which all media converge. The invitation to volunteer is clear - it's a call to get involved.
+ Design of impactful traditional media
Broadcast on 98.5 FM and integrated into the landing page, 3 commercials gave voice to 3 children of the age groups of the young people matched. The slogan "We are bigger together" was adapted into... " We are stronger together" and "We can see further together". Advertisements featuring adult/child duos were also displayed on digital road signs at various strategic locations.
+ Effective social media presence
Sponsored posts were made on Facebook to reach a wider audience, as well as display advertising on the Google Display Network, thus ensuring wide distribution on the Web to predefined targets.
Agency’s achievements
+ Strategic support
+ Copywriting
+ Art direction and graphic design
+ Integration and programming (HTML)
+ Management of advertising campaigns
+ Narration and production of radio spots
