Big Brothers Big Sisters of New York City
For more than a century, Big Brothers Big Sisters of New York City (BBBS of NYC) has connected youth (Littles) with mentors (Bigs) who help them build confidence, achieve educational goals and navigate life’s challenges. But in the Bronx, demand for mentors significantly outpaced supply. In 2023, BBBS of NYC served more than 2,500 youth citywide, yet only 21 percent came from the Bronx. It was the second-lowest representation of any borough in the one with the highest demand. Sixty-three Bronx youth were waiting to be matched with a Big. To keep up with this demand, BBBS of NYC needed to attract hundreds more mentor applications from Bronx residents and inspire more community members to step up for Bronx Littles.
Momentum worked with BBBS of NYC to roll out The Be Bronx, Be Big Campaign centered around two events. The first, an intimate outing with local residents at the Bronx Brewery to mark the launch of the initiative. CEO and Bronx native Alicia Guevara joined Bigs and Littles from the borough to speak about their experiences being from the Bronx and why mentors matter for Bronx youth. The second was a news conference with Guevara and Bronx Borough President Vanessa Gibson at Bronx Borough Hall.
- Coverage of the Be Bronx, Be Big Campaign drove Bronx mentorship up 600%
- The campaign secured coverage in hyperlocal outlets like The Bronx Times, News 12 Bronx and BronxNet to reach borough residents
- The news conference coincided with the publication of an insightful opinion piece by Guevara on the importance of investing in the next generation of the Bronx
