Big Brothers Big Sisters of Tampa Bay: How we used the power of clickbait for good

Courtney Berkery, Saya Heathco

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.

Campaign details

Brand: Big Brothers Big Sisters of Tampa BayBrand owner: Big Brothers Big Sisters of Tampa BayLead agency: 22squaredCountry: United StatesIndustries: Charities & voluntary organisationsMedia channels: Online display, Online video, Programmatic display, Social mediaBudget: No budget

Executive summary

Big Brothers Big Sisters Tampa Bay (BBBSTB) had a problem: too many 'little brothers', and not enough 'big brothers.' And with volunteerism at a 14-year low, the challenge loomed even larger.

To convince Florida men to become 'big brothers', we recruited the help of an unexpected ally –...

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