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Bēhance

Big Brothers Big Sisters Campaign

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  • Big Brothers Big Sisters Campaign
  • Role:
    Art Direction, Copywriting, Post

    Objective:
    Create awareness about the importance of same-sex mentorship and increase new membership.

    Insight:
    With the onset of  adulthood, it is more likely that people aged 25-35 will have their own kids rather than mentoring someone else's for a social cause. I'd argue that this is based on peer influence, and the feeling that "my friends are having kids, I should have kids".

    Photography:
    Joe Le