Big Brothers Big Sisters doesn’t want early bloomers

The latest campaign for Big Brothers Big Sisters of Canada shows potential candidates the kind of sketchy advice children could receive without their help.

Big Brothers Big Sisters of Canada is recruiting for its In-School Mentoring program by showing potential candidates the kind of sketchy advice children could receive without their help.
Launched this month, the campaign developed by Toronto-based Sharpe Blackmore Euro RSCG targets 25- to 35-year-olds and centres on the president of Early Bloomers, a fictional organization with a less-than-stellar roster of young mentors.
Creative, including donated television, print, online, radio and OOH, features the president showcasing ‘words of wisdom’ his mentors share with their Littles. It all directs to a video-driven campaign microsite, Earlybloomers.ca. A teen pontificating on how you can’t get a girl pregnant if you have sex in a condominium is enough to have anyone of sound mind signing up with Big Brothers Big Sisters; it’s a tongue-in-cheek approach that’s new to the organization.
‘[The campaign] uses humour that’s edgier than what has been used in the past,’ says Ron Tite, VP/CD at Sharpe Blackmore. ‘Our creative goals were simple: to engage a younger audience with a campaign that didn’t look or feel like a traditional not-for-profit campaign.’
Another new direction is a robust social media presence. The president of Early Bloomers updates his own Facebook profile, fan page and Twitter page with more bad advice.
‘We were eager to try out something that would utilize viral promotion and social media to test its effectiveness in driving volunteer inquiries,’ says Jennifer Thomas, marketing director, Big Brothers Big Sisters of Canada.
Early Bloomers also has its own Wikipedia entry and a YouTube channel featuring the TV spots and other content, like movie trailers inappropriate for kids.

advertiser: Big Brothers Big Sisters of Canada
agency: Sharpe Blackmore Euro RSCG
CD, writer: Ron Tite
associate CD, AD: Michael Willson
producer: Stephanie Bowen