Portland, Oregon, Oct. 1, 2018 – Big Brothers Big Sisters Columbia Northwest, along with more than 270 Big Brothers Big Sisters affiliates across the country, today unveiled a new, modern look and brand aimed at helping to recruit more diverse volunteers.
“The need in the greater Portland-Vancouver region for young people to have a role model is more urgent than ever,” said Beach Pace, CEO of Big Brothers Big Sisters Columbia Northwest.
“To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”
Across the country, Big Brothers Big Sisters has served nearly 2 million children in the past 10 years, while in the Columbia NW region more than 525 youth are currently matched with a Big Brother or Big Sister.
More than 265 local youth are waiting for a Big Brother or Big Sister.
Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters.
The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child.
The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.
Big Brothers Big Sisters has been serving America’s youth since 1904 and we know that we don’t create potential in children, we DEFEND it.
We are now Big Brothers Big Sisters: Defenders of Potential,” said Pace.
The brand repositioning and new look are just the beginning.
In the coming year, Big Brothers Big Sisters Columbia Northwest will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on recruiting local volunteers.
Learn more about the new brand positioning, the logo or messaging, or how to get involved at bbbs.org/bigpotential.