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Big Brothers Big Sisters begins plywood campaign

Big Brothers Big Sisters of Canada has begun a national advertising campaign in association with Standard Life Canada. The out-of-home campaign consists of billboard advertising in downtown Montreal, Toronto, Calgary and Vancouver, as well as at some airport locations. The creative depicts a child shooting a hockey puck at a piece of plywood instead of a goalie, along with the copy, "You're More Fun Than Plywood." The effort focuses on the difference a mentor can make in the life of a child. It also seeks to communicate that being a Big Brother or Big Sister is easier than the viewer might think. The campaign will run until mid-December.

"We are thrilled to have the support of Standard Life to promote the need for volunteer mentors through this ad campaign," said Steve Jones, president and CEO of Big Brothers Big Sisters of Canada. "We have thousands of kids across the country waiting for a mentor, and this campaign demonstrates how anybody can make that difference."

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