Big Brothers Big Sisters Launches New Imaging, Message

HYANNIS – Big Brothers Big Sisters has launched a new plan to engage more potential volunteers both locally and nationally.

The organization has adopted a new message aimed at targeting younger people who are interested in giving their time to help children in need of mentorship. That new message will try to convey just how urgent the need for new mentors is.

“Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters,” the organization wrote in a press release.

“[Big Brothers Big Sisters] is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child.”

The new brand positioning applies both locally and nationally.

“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children on the Cape & Martha’s Vineyard by recruiting more volunteers,” said JR Mell. Regional Director of Big Brothers Big Sisters of Cape Cod & the Islands.

“The need on the Cape and Martha’s Vineyard for young people to have a role model is more urgent than ever,” said Mell. “To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”

Big Brothers Big Sisters officials say they plan to use the new brand positioning to attract and recruit new volunteers both on the Cape and Islands and across the country.

The group has also launched a new logo as part of the rebranding effort.



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