'Big Brother' Donates Professional Advertising Services

Eric Brody, President of Trajectory, an integrated brand development and marketing firm in Morristown, NJ, and a Big Brother once himself, partnered with Big Brothers Big Sisters to create a dynamic, multi-media ad campaign to encourage men to get involved and help young boys realize their full potential. Inspired by his own Big Brother experience, Brody volunteered his agency’s marketing expertise to help spread the word about this important program and make a difference in the lives of young children.

“My experience with Big Brothers Big Sisters was unforgettable. It’s truly a remarkable program that gives kids an advantage in life they would not have otherwise had,” said Eric Brody, President of Trajectory. “The power of building that kind of relationship is invaluable for everyone involved, and we are proud to help communicate this important message to the key audiences the Big Brothers Big Sisters organization needs to reach.”

The campaign is an extension of a television campaign created around the theme of “Men in Need.” Trajectory expanded on the concept that cleverly shows how Big Brothers benefit just as much from the program as the children they are impacting. Ads demonstrate how volunteering can be simple yet rewarding, showing Big Brothers doing enjoyable everyday activities with their Little Brothers; a little effort goes a long way in making a lasting, positive impact in a young boy’s life. The Big Brothers Big Sisters program is truly a win-win for everyone involved.

“We knew we could trust the Trajectory team to create an attention-getting and effective print and web banner campaign to help us reach our goal of recruiting more male volunteers,” said Kay Keenan, Vice President, Marketing and Communications for Big Brothers Big Sisters. “We’re confident that the male community will respond, and together, we’ll be able to empower even more children and create stronger communities for all.”

The pro bono effort encompasses a wide range of communications including newspaper and magazine ads, bus shelters, billboards and web banners. The campaign targets multi-racial male volunteers across all walks of life, including retirees.

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