ATLANTIC BIG BROTHERS BIG SISTERS CAMPAIGN TO GO NATIONAL
By Adnews Staff
Big Brothers Big Sisters of Canada is looking for media outlets to air a new television campaign nationally. Created pro bono by Cossette Atlantic of Halifax, the two 30-second public service announcements were made in an effort to recruit male volunteers in Atlantic Canada. Research conducted by Cossette division Nucleus Strategic Core Properties indicated that men saw volunteering as an onerous commitment. The two ads show a Big Brother behaving mischievously with his little brother. They use the tagline, "Hang out and have fun with a friend." Following a screening of the ads at a Big Brothers Big Sisters of Canada convention in Toronto last month, other agencies expressed interested in airing them as well. Big Brothers Big Sisters organizers from the U.S. have also shown interest in using the ads.