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MasterCard Canada and Roots have given the Big Brothers Big Sisters of Canada a priceless boost this holiday season, with an integrated brand awareness campaign promoting the charity’s mentoring programs.
The “Give a little for something big” campaign, from MasterCard’s creative agency of record, MacLaren McCann includes print, TV and online. It is designed to show the benefits of being a big brother or sister, said Bruce MacDonald, president and CEO of Big Brothers Big Sisters Canada.
The TV commercial shows mentors clumsily playing football, ice skating and fishing with their little “brother” or “sister,” and ends with the tag line: “Being a great role model just as you are: priceless.”
“We want to showcase the fact that being a mentor in our organization, means you don’t have to be perfect, with a bit of a humorous take,” said MacDonald. “The role of a volunteer mentor is presented in a way that anyone can see themselves in that role.”
The creative encourages Canadians to help give a child a mentor by making a $5 donation online. MasterCard Canada kicked off the fundraising initiative with a $25,000 donation to BBBSC.
“We felt in this economic time right now that it was the right time to be sending a message that we wanted to help those maybe less fortunate than some of us,” said Lili Tomovich, vice-president of brand marketing for MasterCard Canada.
“People are hesitant to become [a big brother or sister] because they feel they aren’t perfect enough,” said Tomovich. “The message is, you just have to be yourself and be willing to give some time to a child in need, and that’s the greatest gift of all—time.”
Print ads are running in The Globe & Mail, and online banner ads are running on sites like Canoe, Sympatico and MetroNews.ca.
Roots is supporting the charity with in-store signage and by asking consumers to add a $1 donation to their purchase.Marketel handled the buy for the campaign.
