Big Sisters of BC Lower Mainland has begun a campaign intended to attract volunteers to the organization. The campaign, aimed primarily at woman, addresses the misconception that being a Big Sister requires a large time commitment. Developed pro bono by DDB Canada of Vancouver, the initiative includes television, radio and print advertising, supported by social media activities and public relations. The campaign makes use of the tagline, "Being a Big Sister takes less time than you think." To demonstrate how little time it takes to make a difference in a girl's life, each ad takes the least possible time or space in a given medium; seven-second television commercials, five-second radio ads, tweets, and small print ads. "The brief length of the creative cleverly mirrors the message of the campaign, while still making it accessible for broadcast media to play and help raise awareness of Big Sisters' need for volunteers," said Dean Lee, creative director at DDB Vancouver.