New York City - 5 Boroughs
Drove the largest recruitment of male mentors in the history of BBBS NYC
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challenge
Despite being one of the oldest nonprofits in NYC, Big Brothers Big Sisters has faced decades of decline for male volunteers.
BBBS NYC approached us to diversify the pool of potential male volunteers and drive sign-ups for male mentors, especially within the five boroughs.
solution
Most messaging for male volunteers is outdated and doesn’t speak to the millennial or Gen Z generation. We wanted to showcase what modern big brothers look like.
To create conversation, we produced a photoshoot and partnered with impactful, influencers around NYC and launched a 5 borough campaign across social, web and in person activations.
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We launched a 360 digital campaign to drive awareness using influencers, content, paid ads, and in-person activations.
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We crafted the copy and design, curating a website solely for the purpose of getting men to sign up for the CTA.
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Partnering with local community organizations and male NYC influencers, we negotiated and directed content for our campaign.
RESULTS
600%
increase in signups from male mentors
75
attendees to the in person event
150K
views (IG)
5
different target demographics
(Mandarin, Cantonese, Korean, Spanish, French Creole)
volunteering can be cool!
Our research found that men would be more willing to volunteer if navigating through trusted partners. But to get people to sign up, we knew we’d have to tap from all sides, including, social, out-of-home, and through press and influencer outreach.
To redefine what volunteering could look like, we partnered with millennial community leaders like @thebronxnative and South Asian comedian @anishkmitra to generate buzz around the campaign.
Most of all, we wanted to find passionate individuals who would be great big brothers! We partnered with local groups like Run for Chinatown to host running meet ups and launched digital billboards across the 5 boroughs to reach our target demographic.
signing up
In order to meet the demands of BBBS’ youth requests, we launched our campaign in 5 different languages including Mandarin, Cantonese, Korean, Spanish, French Creole.
To simplify the sign up process, and capture all the interested parties, we built a digital friendly site for interested volunteers to learn more and sign up.
