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Gracie Page
Emerging Technology Director at VMLY&R London

Big Brothers Big Sisters of America: The Big Draft by Barkley

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With volunteerism at an all-time low, 30,000 underserved youth across the country wait to be matched with mentors. The NFL Inspire Change program and the Big Brothers Big Sisters (BBBS) organization are using a new way to find “Bigs”: an NFL draft.

For a century, BBBS has relied on hand-raisers to become volunteers (or Bigs), but that’s becoming less effective. What if in addition to looking for individuals to volunteer, existing Bigs and the community helped draft the next generation of mentors? So on February 9, BBBS will launch “The Big Draft” campaign, concepted by independent agency Barkley. NFL players and members are teaming with more than 240 BBBS agencies to help recruit Bigs and aid social justice in their communities. Players like the Cincinnati Bengal’s Sam Hubbard, Miami Dolphin’s Christian Wilkins, and Rodney McLeod, Jalen Mills, Todd Herremans, Brent Celek, Jason Avant, AJ Feeley, Malcolm Jenkins from the Philadelphia Eagles.

From now through April, potential Bigs are being tagged by those in their community through their local BBBS social channels. Once tagged, the potential Big will be sent to their local BBBS’s website for more details about becoming a Big and to begin the application process. New recruits will be celebrated in late April at the start of the NFL draft season, some new Bigs will be invited to participate in a live draft event happening in select cities.

Credits

Big Brothers Big Sisters

Chief Executive Officer - Pam Iorio

Chief Development Officer- Adam Vasallo

Director of Marketing & Communications - De Anna Ward

Director of Development - Jennifer Ashbaugh

Barkley

Chief Idea Officer - Tim Galles

Executive Creative Director - Katy Hornaday

Creative Director - Jessica Walden Morden

Assoc. Creative Director - Kris Kennedy

Assoc. Creative Director - Jesse Bowen

Assoc. Design Director - Tia Nowack

Sr. Art Director - Brandon Bennett

Copywriter - Matt Wink

Designer - Hannah Lee

Account Director - Julie Barr

Sr. Account Manager - Jane Skaggs

VP Strategy Director - Howard Laubscher

Social Media Specialist - Daniel Knutson

Motion Designer - Haley Hennier

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