In 2009 the Standard Life Assurance Company selected Big Brothers Big Sisters of Canada as the company’s charity of choice, assuming the challenge of recruiting 10,000 mentors over the next 10 years, to address the shortage of Big Brothers and Big Sisters across the country.  To address the challenge, Standard Life dedicated substantial financial support to develop and launch the “Dare to be a kid again” fundraising and recruitment campaign.  Beyond financial support, the company mobilized its employee and stakeholder networks to advance the cause of youth mentoring, by encouraging them to become a mentor volunteer or a donor, or to help raise funds for the campaign.
 
The campaign provides Big Brothers Big Sisters with a way to build the public’s awareness of the need for volunteers and the many benefits that make mentoring youth personally rewarding.  “Dare to be a kid again is about harnessing the power of people to make a meaningful difference for young Canadians,” says Joseph Iannicelli, Standard Life’s President and Chief Executive Officer.

The Standard Life Assurance Company provides asset-managing services for retirement, investment and protection to 1.3 million Canadians, including group insurance and pension plan participants. Standard Life understands the value of community investment and has taken a leadership role in supporting the healthy development of young Canadians.