Big Brothers Big Sisters of Tampa Bay

22squared *Lead Agency

John Stapleton, EVP, Chief Creative Officer
Kevin Botfeld, SVP, Executive Creative Director
Matthew Zaifert, Creative Director
Jason Roberts, Associate Creative Director
Sarah Suits, Senior Producer
Sara Haun, Production Coordinator
Lindsay Apperson, Senior Media Buyer
Daniel Herman, Director of Photography
Jo Ella Mathis, Senior Business Manager
Courtney Berkery, Associate Strategy Director

Marmoset

Slice

With volunteerism at a 14-year low, Big Brothers Big Sisters Tampa Bay had a problem: too many Little Brothers. In order to convince Florida men to become Big Brothers, we recruited the help of an unexpected ally: The Florida Man. Known around the internet for outrageous feats, we created our own clickbait that surprised users with meaningful mentorships. By encouraging Florida men to make Florida proud, we increased Big Brother sign ups and gave BBBSTB the best month of male sign ups on record!