2025 Winner

Big Brothers Big Sisters (BBBS) of Eastern Newfoundland faced a growing mentorship gap, with 75 youth on a waitlist and some waiting over a year to be matched. The challenge wasn’t just numbers, it was perception. Many adults didn’t see themselves as qualified mentors. To change that, BBBS launched “Be a Big,” a campaign that used humour and nostalgia to remind people that life itself prepares us to be mentors. Whether you were the older sibling, the youngest or an only child, your childhood taught you empathy, patience and resilience – all traits Littles need. The campaign encouraged adults to reflect on relatable childhood moments and realize they already have what it takes to make a difference. The campaign resulted in homepage traffic jumping 749%, engagement rising 68.5% and volunteer inquiries soaring by 179%. The campaign is now being rolled out nationally across BBBS agencies.

Credits

Agency: Target
Creative Director: TJ Arch
Copywriter: Melissa Bassett, TJ Arch
President: Catherine Kelly
Account Director: Jane Hall
Strategic Planner: Noel O’Dea
Agency Producer: Matt Tucker
Director of Communications and Media Planning: Jef Combdon
Media Planner / Buyer: Kelly Reddigan

Sound Engineer & Mix: Marco Doelle
Narrator: Andy Jones