HomeNews & EventsNew Ad Campaign to Recruit Mentors for Youth

New Ad Campaign to Recruit Mentors for Youth

November 17, 2014

With the support of Standard Life Canada, Big Brothers Big Sisters of Canada today launched a national advertising campaign. “You’re More Fun Than Plywood” shows that being a mentor is easier than one might think, and that it can make a big difference in a child’s life.

The billboard advertising depicts a child shooting a hockey puck at a piece of plywood instead of a goalie, clearly demonstrating that a mentor’s presence would mean so much. The ads will appear in downtown Montreal, Toronto, Calgary and Vancouver, including select airport locations.

“We are thrilled to have the support of Standard Life to promote the need for volunteer mentors through this ad campaign”, said Steve Jones, President and CEO of Big Brothers Big Sisters of Canada. “We have thousands of kids across the country, waiting for a mentor, and this campaign demonstrates how anybody can make that difference.”

Standard Life Canada
has been sponsoring Big Brothers Big Sisters’ annual recruitment efforts since 2009, and is offering additional support this year to help bring to life the “You’re More Fun Than Plywood” campaign, which will run until mid-December.

 “Mentoring positively changes the trajectory of young lives and yields significant social value. A recent study also showed that Big Brothers Big Sisters’ Canadian programs generate an average social return on investment of $18 to $1. That’s quite an investment for our communities”, said Charles Guay, President and CEO of Standard Life Canada.


Impact of Mentoring