|Man Up Campaign
Volunteer » Man Up Campaign
How a Scottish puppet is encouraging men in California
to "Man Up" and become mentors
Start becoming a Big today! Click here to download application.
Big Brothers Big Sisters Association of California (BBBS AC) is launching its first-ever, state-wide initiative centered on the recruitment of male volunteers to become Big Brothers. Across the state, Big Brothers Big Sisters is experiencing a critical need for men to volunteer. With an average of nearly 70% boys on the waiting list for mentors and only 3 out of 10 new volunteers are men, boys are waiting an average of 275 days before receiving a Big Brother. This inaugural campaign, using a unique spokesperson, will be the first time the association of California agencies have worked together to harness their collective reach to significantly reduce the number of boys that are waiting for a Big Brother in California.
The campaign is harnessing the power of social and broadcast media to reach men through a number of integrated touch points such as an interactive recruitment website (www.ManUpCalifornia.com). Most distinctive is the YouTube ad spot featuring the official "Man Up" spokesperson, Bruce, a 13th century Scottish Warrior puppet. Cut from the same cloth (no-pun-intended) as his much taller predecessor, William Wallace, Bruce answers the call to man-up and be a Big Brother in this mock-umentary style video.
“We wanted to create a narrative that would cut through the noise, incite intrigue, and help men feel like they have what it takes to actually make a difference", said CJ Casciotta, founder of Create Culture, the agency responsible for marketing the campaign. "We have been inspired by recent movements like Movember and Kid President, which have demonstrated how laughter can change the world, particularly when it provides a context for meaningful action.”
Becoming a Big Brother is as simple as spending a few hours, a couple times a month doing things you already enjoy, only sharing them with a child. All children in the program voluntarily participate, and are eager to spend time with a caring adult who can provide them with the invaluable gift of friendship. It can often be as simple as taking a hike, talking over pizza, or showing up to their baseball game to cheer them on.
Locally, boys are waiting an average of 226 days. It’s time for California to “Man up!” “It is our desire to give men a fun and easy way to help strengthen our communities by providing boys a quality mentoring experience that is proven to help children who face adversity succeed in and out of school,” said Tabitha Grier, BBBSNC. “This summer is the perfect time to Man Up and find out how rewarding it is to play sports, go on a hike, eat pizza or share your interests with a child who needs some encouragement.”
BBBS AC is not minimizing the powerful role women play as role models to our young girls, as they comprise approximately 50% of the active Matches in California and represent more than 63% of the prospective volunteers who are ready to answer the call for Bigs. The current need, however, is for men. We ask that all women who currently volunteer or agree that children need a caring adult in their lives to join us in recruiting their male friends, associates and family members, to join us in saying, “Man up California” and become influencers for change.
The basic requirements to volunteer are:
• Over 18 years of age
• Have a valid Social Security number with no criminal background, and
• Be available to volunteer for at least 1 year
• Men, and Spanish-speaking volunteers are in high demand.
If someone can’t volunteer, we are asking them to consider donating to their local agency to help sponsor a waiting boy, who will be carefully matched, with a screened volunteer and receive ongoing support and event opportunities.
Boys served by Big Brothers Big Sisters are primarily children of single, low-income or incarcerated parents or they are in military families or are coping with other challenges. Big Brothers Big Sisters programs are based on a data-proven model focused on creating and sustaining strong and long mentoring matches. Longstanding research by Public Private Ventures, a national nonprofit research and program development organization, found that after 18 months of spending time with their Bigs, the Little Brothers and Little Sisters, compared to those children not in the program are:
• 46% less likely to begin using illegal drugs
• 27% less likely to begin using alcohol
• 52% less likely to skip school
• 37% less likely to skip a class
• 33% less likely to hit someone
To Apply: Click here
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