Big Brothers Big Sisters of Eastern Newfoundland

You’re more qualified than you think

Agency: Target


Big Brothers Big Sisters of Eastern Newfoundland partners with Target to create a heartfelt and humorous radio campaign that encourages prospective mentors to volunteer.

Big Brothers Big Sisters of Eastern Newfoundland are always looking for mentors. And according to ‘Be a Big,’ their newest radio campaign developed by Target, everyone is an expert with the potential to be a ‘Big.’

“Many prospective mentors underestimate their experience. Or don’t even realize they have it,” said Kelly Leach, Executive Director. “But the truth is, our own unique experiences and connections give us the knowledge and tools needed to mentor. Sharing those life lessons is key to helping set young people up for success and igniting their potential.”

Using humour mixed with a sense of nostalgia, the campaign consists of four :60s radio spots that explore the relatable experiences of being the oldest, youngest, middle, or only child. Each spot is narrated by Canadian comedy and storytelling legend Andy Jones as he guides the listener through the memories of childhood. The good, the bad, and the funny.

"We want to take our audience back to their own childhoods," said TJ Arch, Creative Director at Target, "so they can look back on those formative moments with a smile – even if they weren’t smiling at the time."

Set to launch on 24 May 2024, ‘Be a Big’ precedes a separate, larger campaign for Big Brothers Big Sisters that is currently in the works to be rolled out this summer.

This professional campaign titled 'You’re more qualified than you think' was published in Canada in May, 2024. It was created for the brand: Big Brothers Big Sisters of Eastern Newfoundland, by ad agency: Target. This Audio medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted 22 days ago.

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