Burlington, On – Big Brothers Big Sisters of Canada today announced that a stellar lineup of Canadian corporations will be supporting its efforts to find mentor volunteers for the thousands of children on it waiting lists. With the support of lead sponsor FedEx Canada and joined by Universal Home Studios Entertainment, COGECO Cable, and Shaw and Star Choice Television, Big Brothers Big Sisters of Canada is launching its second annual nationwide campaign May 1st to help raise awareness for In-School Mentoring and the impact positive role models bring to the healthy development of children and communities throughout Canada.
“Like many charitable organizations, Big Brothers Big Sisters of Canada works with the corporate community to strengthen our cause and improve our ability to serve more children,” said Bruce MacDonald, President & CEO of Big Brothers Big Sisters of Canada. “We’re excited about the 2006 In-School Mentoring campaign and the unique projects that will help us reach thousands of Canadians.”
Research of the Big Brothers Big Sisters programs in both Canada and the United States show that the provision of a mentor (a positive adult role model) directly contributes to increased academic achievement, better family and peer relationships, a substantially lower reliance on social assistance, and more successful transition from school to work. In addition, the young person is less likely to be involved in drugs, underage drinking and smoking, violent behaviour and criminal activity. Specific results include:
• “Littles” were 46 per cent less likely to initiate drug use than their peers.
• Overall, mentees were 27 per cent less likely to begin alcohol use while they were in the program
• The study also showed that school attendance improved dramatically
• Little Brothers and little Sisters missed half as many days and fewer classes than other at-risk peers
• 78% of former Little Brothers who came from a social assistance background no longer rely on social assistance themselves
Here’s what our partners are doing:
FedEx Canada is the lead sponsor for the 2006 In-School Mentoring campaign and is funding a radio media buy in the following markets: Toronto, Ottawa, Winnipeg, Calgary, Montreal, Halifax and Saskatoon. The media buy will consist of a 30 second radio Public Service Announcement beginning May 1, 2006.
In addition to the radio support, FedEx Canada has created a Business to Business insert promoting the In-School Mentoring program that will be distributed to more than 100,000 customers throughout the month of May.
Universal Studios Home Entertainment
On May 9th, Universal Studios Home Entertainment will be releasing the hit family film Nanny McPhee on DVD across Canada. In support of the In-School Mentoring campaign, Universal Studios Home Entertainment has included a Big Brothers Big Sisters insert with every copy of the DVD.
The Universal Studios Home Entertainment website, www.udvd.ca will include a promotional link to Big Brothers Big Sisters of Canada’s In-School Mentoring campaign website, www.sharealittlemagic.ca throughout the month of May.
COGECO Cable will be supporting Ontario markets with In-School Mentoring billing statement messages in May.
Additionally TVCOGECO stations will be airing the 30 second In-School Mentoring television commercial, “One Big Reason” throughout the month of May.
Shaw and Star Choice Television
Shaw and Star Choice television networks will be airing the 30 second In-School Mentoring television commercial, “One Big Reason” throughout the months of May-September 2006 on specialty channels such as A&E, TLC and CNN.
About Big Brothers Big Sisters of Canada
Big Brothers Big Sisters of Canada is the nation’s largest youth mentoring organization providing quality adult mentoring services for 20,000 children in more than 900 communities. For more than ninety years Big Brothers Big Sisters organizations in your community have been there to help provide a positive influence in the life of a child when one is needed.
Big Brothers Big Sisters of Canada believes in a future where “Every Child In Canada Who Needs A Mentor Has A Mentor”. Join our effort to help Canadian children and youth, visit www.sharealittlemagic.ca to find out how you or your organization can get involved.
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For more information on the May In-School Mentoring campaign or to receive a copy of the radio and television PSAs please contact:
Big Brothers Big Sisters of Canada
Melanie Snyder, Director of Marketing
905-639-0461 x 15