Big Brothers Big Sisters to Improve the Odds for Kids Facing Adversity
Philadelphia, PA, March 7, 2013 -- As part of a new national partnership, Clear Channel Communities™, the community engagement brand of Clear Channel Media and Entertainment, is launching a campaign to help Big Brothers Big Sisters change the lives of kids facing adversity across America. The public service campaign is an extension of Start Something®, an initiative the nationwide mentoring organization unveiled two years ago with the Ad Council.
The campaign launches March 11 – 24 with public service announcements (PSAs) on all 850 Clear Channel Media and Entertainment radio stations in 150 markets -- an estimated value of $3.0 to $3.5 million. Created pro bono by Clear Channel’s Creative Services Group, the ads feature testimonials from current and alumni Big Brothers Big Sisters mentors and mentees. The “Bigs” and “Littles” share special moments that illustrate how the mentoring program changes lives for the better. The ads invite listeners, including Big Brothers Big Sisters alumni, to go to BigBrothersBigSisters.org to Start Something by volunteering, donating or sharing their own “Big” mentoring stories.
Big Brothers Big Sisters carefully matches children of single, low-income or incarcerated parents or sons and daughters of military personnel in long-term, professionally supported one-to-one mentoring relationships. Independent studies find Littles are more likely than children from similar backgrounds who do not have mentors to show improvement in school, their behavior and their self-esteem and aspirations.
"We are extremely grateful to Clear Channel for partnering with us in this way -- with the pro bono ads and such powerful messaging,” said Big Brothers Big Sisters of America President and Chief Executive Officer Charles Pierson. “We rely on donations to carefully recruit, screen and match volunteer mentors with kids facing adversity and to provide ongoing support to keep our mentoring safe and strong. This new campaign communicates how supporting Big Brothers Big Sisters is an easy way for Americans to change the odds for children and families in their own communities.”
Clear Channel will also support the nationwide mentoring network locally throughout the year. Big Brothers Big Sisters’ nearly 350 local agencies will extend the campaign through social media and future placement of the PSAs in their local markets.
“At Clear Channel we believe it is our responsibility to address serious challenges facing the many local communities in which we live and work,” said Clear Channel Director of Community Engagement Jessica King. “We hope this campaign lets radio listeners know how quality mentoring helps children and strengthens families and communities.”
About Big Brothers Big Sisters
Big Brothers Big Sisters, the nation’s largest donor and volunteer supported mentoring network, holds itself accountable for children in its program to achieve measurable outcomes, such as educational success; avoidance of risky behaviors; and higher aspirations, greater confidence and better relationships. Partnering with parents/guardians, schools, corporations and others in the community, Big Brothers Big Sisters carefully pairs children (“Littles”) with screened volunteer mentors (“Bigs”) and monitors and supports these one-to-one mentoring matches throughout their course. The first-ever Big Brothers Big Sisters Youth Outcomes Summary, released in 2012, substantiates that its mentoring programs have proven, positive academic, socio-emotional and behavioral outcomes for youth, areas linked to high school graduation, avoidance of juvenile delinquency and college or job readiness.
Big Brothers Big Sisters provides children facing adversity, often those of single or low-income households or families where a parent is incarcerated or serving in the military, with strong and enduring, professionally supported one-to-one mentoring relationships that change their lives for the better, forever. This mission has been the cornerstone of the organization’s 100-year history. With about 350 agencies across the country, Big Brothers Big Sisters serves nearly 630,000 children, volunteers and families. The organization is engaged in a nationwide search to reunite with alumni mentors, mentees, donors, and family, staff and board members. Learn more at BigBrothersBigSisters.org.