Big Brothers Big Sisters Spearheads a Powerful PSA Initiative
As we stride into 2025, Big Brothers Big Sisters continues to champion the cause of mentoring youth our nation. Their latest endeavor, a series of public service announcements, further highlights the power of mentorship. These PSAs feature the prominent voice of Academy® and Grammy® -winner Jamie Foxx, and a host of other celebrities committed to the cause. With an aim to boost donations, volunteer participation, and alumni re-engagement, these PSAs are set to air on national cable TV stations, courtesy of Big Brothers Big Sisters’ longstanding partnership with Comcast Corporation. This initiative mirrors the constant evolution in the organization’s approach towards mentorship and their unwavering commitment to changing the lives of the youth in our communities.
Spotlight on Celebrity Supporters
In his PSA, Foxx emphasises on the importance of mentorship in every child’s life, drawing from his personal experiences with his grandmother and other adult role models. Grammy -winning EVE, supports the cause by linking her inspiring new single from her upcoming , “Make It Out This Town,” with Big Brothers Big Sisters’ mission to help children who face adversity. Other supporters include Miss America 2012 Laura Kaeppeler, who shares how her father’s incarceration motivated her support for Big Brothers Big Sisters’ Mentoring Children of Prisoners program, and former Little Brother Darrin Smith, a two-time Super Bowl champion turned MBA holder, who encourages alumni to re-engage with the organization.
Start Something® Brand Repositioning
These PSAs are a key part of Big Brothers Big Sisters’ Start Something® brand repositioning. The messages go beyond the standard call for volunteers, urging viewers to donate to support mentor matching and ongoing support for volunteers, kids and families. The PSAs also highlight the urgent need for male mentors, and extend an invitation to Big Brothers Big Sisters alumni to “Start Something [again]” and change the odds for children facing adversity.
Comcast’s Contribution
Comcast’s donation of airtime allows Big Brothers Big Sisters to reach millions of cable viewers with the message that their support can change the odds for children and families in their own communities. With the help of celebrity partners like Jamie Foxx, the new PSAs aim to attract new support and grow their alumni network.
Comcast’s ongoing support for Big Brothers Big Sisters, which began in 2008, has exceeded $40 million. This includes sponsorship of the organization’s national conference, “Bigs of the Year”, leadership training, board of directors’ service, and numerous employee volunteers for the corporation’s Beyond School Walls® workplace mentoring program, the nation’s largest workplace mentoring program in partnership with Big Brothers Big Sisters of America.
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