Adams Outdoor Advertising and BBBSLV form storytelling partnership for nonprofit agency’s new “Be the One” campaign

The staff at Big Brothers Big Sisters of the Lehigh Valley are experts on making the perfect match because every day they match caring adult volunteers with at-risk children in need of a mentor through one-to-one relationships. That’s why their latest match with Adams Outdoor Advertising is yet another beneficial partnership.

BBBSLV is working with Adams on a multifaceted marketing partnership for the nonprofit agency’s new “Be the One” campaign that is focused on storytelling. The campaign aims to recruit more local men and women to volunteer to be Bigs by sharing past success stories, demonstrating the agency’s impact, and explaining the role of a Big in a Little’s life, while also helping to reinforce the agency’s new brand and increasing visibility in the community.

Last fall Big Brothers Big Sisters of America launched a new national brand that included a striking black and green B logo, the Defenders of Potential tagline, and reinvigorated messaging. Since then BBBSLV has been working on communicating it through a revamped web site and rebranded social media and email marketing presence.

The partnership with Adams utilizes billboards in the company’s digital inventory to build brand awareness for BBBSLV by telling the agency’s stories in order to connect area residents to its mission. The partnership includes promotion of the “Be The One” campaign, the new brand and messaging, and the March 3 Bowl For Kids’ Sake fundraising event over the course of 11 consecutive weeks for greater impact.

“In our need to build awareness, Adams understood the need for a consistent brand presence, which makes them a wonderful partner for the ‘Be The One’ campaign. A partnership with Adams is an organic fit given their ability to capture the essence and stories behind their clients’ brands,” said Kimberly Hopkins, BBBSLV Development and Marketing Manager.

Adams will be a Platinum Sponsor of the BIG Stories event in April, which is an annual event that celebrates the stories behind local Big and Little matches, and it will also be a Team Sponsor at Bowl For Kids’ Sake. Both of them will use social media to reinforce the campaign online with their respective followers, and through BBBSLV email marketing and on the agency’s web site.

“After the complete transformation of a new brand, it was important that we continue to get that message out to the community we serve for the next several months,” said BBBSLV CEO Susan Bartels.

“Adams is proud to sponsor such a great organization like Big Brothers Big Sisters of the Lehigh Valley, whose mission is to defend the potential of children by helping them foster greater confidence, develop more meaningful relationships, and stay on the path to success,” said William Childs, Account Executive with Adams Outdoor Advertising of Eastern Pennsylvania.

The Big Brothers Big Sisters mission is to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever. For over 40 years, Big Brothers Big Sisters Lehigh Valley has partnered with parents/guardians, schools, corporations, and others in the Lehigh Valley to pair children (Littles) with qualified, trained volunteers (Bigs) and monitor these one-to-one relationships throughout their course.