As part of a new national partnership, iHeartmedia (formerly Clear Channel) Communitiesâ„¢, the community engagement brand of iHeartmedia (formerly Clear Channel) Media and Entertainment, is launching a campaign to help Big Brothers Big Sisters change the lives of kids facing adversity across America. The public service campaign is an extension of Start Something, an initiative the nationwide mentoring organization unveiled two years ago with the Ad Council.
The campaign launches March 11 ““ 24 with public service announcements (PSAs) on all 850 iHeartmedia (formerly Clear Channel) Media and Entertainment radio stations in 150 markets — an estimated value of $3.0 to $3.5 million. Created pro bono by iHeartmedia (formerly Clear Channel)’s Creative Services Group, the ads feature testimonials from current and alumni Big Brothers Big Sisters mentors and mentees. The “Bigs” and “Littles” share special moments that illustrate how the mentoring program changes lives for the better. The ads invite listeners, including Big Brothers Big Sisters alumni, to go to BigBrothersBigSisters.org to Start Something by volunteering, donating or sharing their own “Big” mentoring stories.
Big Brothers Big Sisters carefully matches children of single, low-income or incarcerated parents or sons and daughters of military personnel in long-term, professionally supported one-to-one mentoring relationships. Independent studies find Littles are more likely than children from similar backgrounds who do not have mentors to show improvement in school, their behavior and their self-esteem and aspirations.
“We are extremely grateful to iHeartmedia (formerly Clear Channel) for partnering with us in this way — with the pro bono ads and such powerful messaging,” said Big Brothers Big Sisters of America President and Chief Executive Officer Charles Pierson. “We rely on donations to carefully recruit, screen and match volunteer mentors with kids facing adversity and to provide ongoing support to keep our mentoring safe and strong. This new campaign communicates how supporting Big Brothers Big Sisters is an easy way for Americans to change the odds for children and families in their own communities.”
iHeartmedia (formerly Clear Channel) will also support the nationwide mentoring network locally throughout the year. Big Brothers Big Sisters’ nearly 350 local agencies will extend the campaign through social media and future placement of the PSAs in their local markets.
“At iHeartmedia (formerly Clear Channel) we believe it is our responsibility to address serious challenges facing the many local communities in which we live and work,” said iHeartmedia (formerly Clear Channel) Director of Community Engagement Jessica King. “We hope this campaign lets radio listeners know how quality mentoring helps children and strengthens families and communities.”