Big Brother Big Sister Puget Sound (in Partnership with NFL)
THE PROJECT
For over 60 years, Big Brothers Big Sisters of Puget Sound has been a crucial part of the community, creating impactful 1-1 relationships between adult mentors and children aged 6 through 18. As the largest donor and volunteer-supported mentoring network in the nation, we serve youth in King and Pierce counties through programs in schools, communities, and workplaces.
Public Relations
The Challenge
In 2019, Big Brothers Big Sisters of Puget Sound launched a campaign to address the need for more male mentors to match the number of male mentees. Through a partnership with the NFL, the organization teamed up with Seattle Seahawks' Jadeveon Clowney to increase the visibility and relevance of their school mentorship program for K-12 students.
Our Solution
Our team conducted a discovery session with BBBSPS and Jadeveon Clowney's management team to strategize messaging for their school mentorship program. We secured media through multiple channels and created a media briefing document for the BBBSPS team. The CEO of BBBSPS and Jadeveon Clowney were prepped with relevant research and a review of the media briefing document prior to live news coverage. Our efforts resulted in $100,000 worth of media publicity and 1.4 million media impressions, as detailed in the critical mention report provided to the client.