Big Brothers Big Sister of America

Judy Vredenburg, CEO
Mack Koonce, EVP/ COO

The Advertising Council

Heidi Arthur, SVP/ Group Campaign Dir.
Penny Feldstein, Senior Campaign Dir.
Melissa Unger, VP, Media Outreach

Lowe and Partners *Lead Agency

Joanne Petrocine, VP/ Creative Supervisor
Jennifer McCarthy, VP/ Account Supervisor
Dean Hacohen, Deputy Creative Dir.
Meltem Cakir, EVP/ Planning Dir.
Jack McCauley, EVP/ Managing Dir.
David Olsen, Copywriter

In a world of sad faces and heartbreaking messages about millions of neglected, disadvantaged and abused children, how do you intrigue potential volunteers to get involved when they already feel ___too human__ for the task? The BBBSA campaign was designed to debunk all the myths about mentoring and generate interest in getting involved with BBBSA. Nine months later, the campaign had an unprecedented success in generating response, beyond any expectations that BBBSA had initially; mentoring applications soared, website visits more than doubled and toll free calls increased by more than 2,000%. The ___Think Again__ campaign has proven to transform perceptions about mentoring and, in doing so, broke the vicious circle the child mentoring category was in.