Big Brothers Big Sisters’ new brand brings out potential in all children

Big Sister Jasmine and Little Sister Kaliyah sporting shirts with the new logo.

Big Brothers Big Sisters of Middle Tennessee, along with more than 270 Big Brothers Big Sisters affiliates across the country, has unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.

“The need in Middle Tennessee for young people to have a role model is more urgent than ever,” said Melissa Hudson-Gant, CEO of Big Brothers Big Sisters of Middle Tennessee. “To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”

Months of research, including focus groups with potential Bigs (volunteer mentors), as well as current Bigs, Littles (children), donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child. The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.

“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in Middle Tennessee by recruiting more volunteers,” said Hudson-Gant.

According to Metro Nashville police statistics, close to 1,500 juveniles (15-years-old or younger) have been arrested so far this year. The vast majority of young offenders are charged with non-violent offenses, like being a runaway, disorderly conduct or a curfew violation. Imagine if those young people making bad decisions were suddenly paired with a positive adult role model who ignited their potential in life.

The brand repositioning and new look are just the beginning. “Big Brothers Big Sisters of Middle Tennessee is also launching a new website today, again after considering modern technology trends and the need to be more mobile responsive,” said Hudson-Gant. “Maybe one more change that needs to happen today is for lots of Middle Tennessee residents to go visit that new website and sign up to become a mentor.

In the coming year, Big Brothers Big Sisters of Middle Tennessee will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on recruiting local volunteers. Include any additional local information or changes.

Learn more about the new brand positioning, the logo or messaging, or how to get involved at <bbbs.org/bigpotential>. To contact Big Brothers Big Sisters of Middle Tennessee, visit mentorakid.org.

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