Big Brothers Big Sisters of Central Indiana Unveils New Brand Positioning Aimed at Community Engagement and Impact
Indianapolis’ mentoring organization’s new brand look emphasizes the potential inherent in all children
[Indianapolis, Indiana], Oct. 1, 2018 – Big Brothers Big Sisters of Central Indiana (BBBSCI) along with more than 270 Big Brother Big Sisters affiliates across the country, today unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.
“The need for more people to engage in defending the potential of young people is urgent. In our community, over the past few years, the number of kids waiting for Bigs has increased significantly,” said Darcey Palmer-Shultz, CEO of BBBSCI. ”The new Big Brothers Big Sisters brand will be part of our collective effort both locally and nationally to invite more volunteers to help us reach more children. We are thrilled that this national change in brand coincides with a local campaign and new facility that will support our plans to dramatically grow our program.”
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.
The brand repositioning and new look are just the beginning. In the coming year, BBBSCI will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on building a bolder presence in the community.
About Big Brothers Big Sisters of Central Indiana
Big Brothers Big Sisters of Central Indiana will serve 1,200 youth this year by proving them with mentors (Bigs). BBBSCI partners with parents, guardians, volunteers, schools, donors, and others in the community to be accountable for helping youth in our program achieve higher aspirations, greater confidence, educational success, and avoidance of risky behaviors. An affiliate of Big Brothers Big Sisters of America and a United Way partner, Big Brothers Big Sisters of Central Indiana is a non-profit organization that provides children facing adversity with strong and enduring, professionally supported 1-to-1 relationships that change their lives for the better, forever.