Moncton Agency Leads Big Brothers Big Sisters’ Most Successful Campaign Ever
MONCTON– A marketing agency based in the Hub City is being praised for its work on a national volunteer recruitment campaign for Big Brothers Big Sisters Canada.
Big Brothers Big Sisters Canada says the campaign, led by BrainWorks Razor, was the most successful volunteer recruitment initiative in the organization’s history. The campaign was launched due to an urgent need for volunteers across Canada.
As a result, they were able to exceed their goal of attracting 3,500 volunteer enquiries to address a growing waitlist for mentors across Canada. To date, they’ve received 3,886 enquiries, said Jody Lundrigan, National Director of Marketing and Communication for Big Brothers Big Sisters Canada.
“Mentorship makes a huge difference in the lives of children who are looking for someone to believe in them,” said Lundrigan in a release.
“In all our 105 years, we have never seen such amazing results from a publicity campaign. As a result, thousands more children will be matched with a mentor who will have a positive influence on their lives. We are delighted and inspired by the work done by BrainWorks Razor.”
The campaign, which featured the slogan “Imagine who they’ll become because of you”, showcased the spirit and personalities of Bigs and Littles all across Canada, and gave a glimpse into the real impact these mentors have on the young people they inspire. BrainWorks Razor team members travelled to every Canadian province in order to capture more than 20 stories of actual Big and Little matches, producing a series of bilingual videos and campaign photography.
Photographer Denis Duquette and videographer Harrison Burton, also joined the BrainWorks Razor team for the entire cross-Canada tour – also donating their services to the cause. Some celebrities also lent their personal brand to the campaign, including country music star Gord Bamford and Sean Monahan of the Calgary Flames. The social media portion of the campaign reached 18,072,936 people.
“When they first came to us and shared their extremely ambitious goals, we knew it would take a minor miracle to generate those kinds of results in just one month,” said Brad LeBlanc, president at BrainWorks Razor. “But we knew if we brought the right partners, approach, and creative thinking to the table, it wasn’t impossible.”
Big Brothers Big Sisters says advertising donated by media partners was also crucial to the success of the campaign. NewCap Radio donated airtime on the majority of their 95 stations, Pattison donated billboard space all across the country, and Atlantic Business Magazine donated a full-page ad.