Campaign details

Brand: Big Brothers Big Sisters of Tampa Bay
Advertiser: Big Brothers Big Sisters of Tampa Bay
Lead agency: 22squared

Effie awards category context

Big Brothers Big Sisters Tampa Bay (BBBSTB) had a problem: too many Little Brothers, not enough Big Brothers. And with volunteerism at a 14-year low, their challenge loomed even larger.

So, to convince Florida men to become Bigs, 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!

State of the marketplace and brand's business

Growing Littles, stagnant Bigs