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Big Brothers Big Sisters of Canada debuts new branding

Toronto-based charitable organization Big Brothers Big Sisters of Canada has begun a rebranding initiative intended to reintroduce the organization to consumers. The effort is intended to highlight the importance of personal relationships to success, mental health and wellbeing of a young person. The rebranding includes a new logo consisting of three lines intended to represent family, the organization and a volunteer mentor. The charity has also released an online video intended to highlight the “power and potential of young people.” The new branding was developed in collaboration with Bain & Co. and Barkley. The video was developed by T1 and the Immediate Group. It will run on Shaw media channels.

“Mentoring is an essential service, impacting childhood brain development and creating positive cognitive, education, employment and health outcomes,” said W. Matthew Chater, president and CEO of Big Brothers Big Sisters of Canada. “Our modernization is meant to engage a new wave of volunteers and donors and give them an opportunity to make a true difference in this world, to change their own and the life of a young person.”

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