CCM+E to Launch Big Brothers, Sisters Campaign

As part of a new national partnership, Clear Channel Communities(TM), the community engagement brand of 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 Clear Channel Media and Entertainment radio stations in 150 markets -- an estimated value of $3.0 to $3.5 million.

Created pro bono by 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.