Ad2sd Public Service Book

Public Service

Every year, members of the San Diego advertising, marketing, and communication

communities produce a pro-bono, comprehensive public service advertising and marketing

campaign for a local non-profit organization. These are real campaigns that aim to make a

difference.

As suggested by the National Ad 2 Public Service Competition timeline, we began the

client selection process in July of 2008. Through recommendations given from

voiceofsandiego.org, a nonprofit, independent, online newspaper focused on issues impacting the

San Diego region, and professional contacts we solicited applications for the 2008-2009

campaign (Exhibit A). We received 10 applications, and narrowed down our selection to two

potential clients, Big Brothers Big Sisters of San Diego County and Just In Time (Exhibits B and

C). After meeting with each, evaluating their needs and what we could provide, we selected Big

Brothers Big Sisters of San Diego County.

Situation Analysis

Nationally, Big Brothers Big Sisters is a leader in one-to-one youth service, and has been

for more than a century. Big Brothers Big Sisters develops positive relationships that have a

direct and lasting impact on the lives of young people. Their mission is “to help children reach

their potential through professionally supported, one-to-one relationships with mentors that have

a measurable impact on youth.”

According to data supplied by Big Brothers Big Sisters of San Diego County, national

research has demonstrated that the positive relationships between “Littles” (youth) and their

“Bigs” (volunteers) have a direct and measurable impact on children's lives. “Littles” are:

 More confident in their schoolwork performance.

 Able to get along better with their families.

 46% less likely to begin using illegal drugs.

 27% less likely to begin using alcohol.

 52% less likely to skip school.

Locally, Big Brothers Big Sisters of San Diego County has served San Diego’s youth,

helping them find support through quality, volunteer based adult role models, and have been

doing so since 1961. Big Brothers Big Sisters of San Diego County accomplishes this by way of

six well-defined programs: Amachi, Bigs in Schools, Community Mentoring, High School Bigs,

Operation Bigs and Sports Bigs.

The Problem:

 Over 85% of their kids have been waiting for Big for over 6 months, and the average wait

time for a boy is 1.2 years.

 They have over 400 kids on their waiting list and over one hundred inquire about the

program each month.

 70% of their waiting list is boys, yet only 30% of their incoming volunteers are men.

The Solution:

Sports Bigs. Tailored to the male demographic, Sports Bigs provides special

opportunities for adults to help build mentoring friendships and model good sportsmanship,

which provides the opportunity for children to experience sporting and recreational events that

were once out of reach. At little or no cost, the program gives “matches” access to:

 Tickets to professional sporting events during the year, including college levels, as

available.

 Quarterly sports/health clinics and agency Big and Little match sports tournaments.

 Access to community sporting opportunities.

 Ideas for low/no cost participatory Big/Little sports activities and information on best San

Diego sports.

The Opportunity:

Our efforts would be two-fold; first, leveraging donated radio and television media,

create an awareness campaign around Sports Bigs, and second, provide an update to the many

marketing materials associated with the various programs Big Brothers Big Sisters of San Diego

County offers. Adding to this exciting opportunity, Big Brothers Big Sisters of San Diego

County informed us, that if we wanted, we had access to the San Diego Charger’s Chris

Chambers for any creative deliverable.

Phase I: TV and Radio Advertising Campaign

Objective: Sports Bigs

 Create an awareness campaign around the Sports Bigs program aimed at increasing the

number of Bigs, thereby reducing the average wait time of 1.2 years.

Target Audience

 Males 25-35.

Strategy

To achieve our campaigns objective, our creative was based upon the following strategy:

 Get: Males 25-35.

 To: Volunteer as Big Brothers in BBBS of San Diego county’s Sports Bigs program.

 By: Telling them that Sports Bigs is not a large commitment, but a pledge of only two

visits per month. Not only will they be able to make a positive difference in a young

boy’s life, they will be able to do so through recreational sports or through free

professional sporting events.

Execution

Following our client approved creative brief (Exhibit D); the Public Service committee

began creative development writing campaigns that contained both television and radio

executions. The Latino community accounts for more than 30% of San Diego’s population, and

any produced campaign would need to be produced in both English and Spanish. In addition,

due to budget constraints, our team’s concepts were to be simple to produce (daytime, single-day

shoot, minimal cast, etc). Resulting from one month of development, our committee presented

three campaigns to Big Brothers Big Sisters of San Diego County: “A Little Off”, “Unathletic

Chris”, and “Growing-up-too-fast-itis”.

The client selected, “A Little Off”, a tongue-in-cheek look at the benefits big brothers get

from a Big/Little relationship. The spot featured an actual “Little” from the program in a

testimonial approach explaining how the Sports Bigs program allowed him to hang out with

Chris Chambers, which in turn greatly helped the professional athlete's abilities.

Media/Materials Used

Our campaign would consist of :30 TV English and Spanish versions, and :30 Radio

(English and Spanish versions) (TV and Radio (English) supplied on included DVD). Through

Big Brothers Big Sisters of San Diego County, our campaign is scheduled to run all of 2Q 2009

in the following local spaces:

 Fox 5 San Diego (TV)

 San Diego 6 (TV)

 KNSD (NBC) San Diego (TV)

 CBS 8 San Diego (TV)

 KUSI San Diego (TV)

 San Diego KGTV (ABC) (TV)

 KBNT – Univision (TV)

 KDTF – Telefutura (TV)

 Cox Media (TV)

 Clear Channel (Radio)

 KPRI (Radio)

 KOGO (Radio)

Phase 1a – Television (Exhibits E and F, script and storyboard)

The production of “A Little Off - TV” was scheduled for February 14th, 2009 at San

Diego State University, which was also gracious enough to donate all props required for our

shoot. Thirtysevenclick, led by Public Service committee member Tobin Naguette produced the

spot. Production equipment was donated by SKG/Las Vegas, San Diego Film and Video, and

Sony Computer Entertainment of America. Our production team, assisted by Big Brothers Big

Sisters of San Diego County, contacted local businesses and arranged food, coffee, craft

donations. Jack in the Box, a proud supporter of Big Brothers Big Sisters of San Diego County,

donated gift certificates for the entire team.

The edit and color grade were again performed by Thirtysevenclick, and the final audio

mix was provided by local company Slappo.

Phase 1b – Radio (Exhibit G, script)

“A Little Off – Radio” was recorded in conjunction with the television shoot at San

Diego State University. Thirtysevenclick edited both :60 and :30 cuts. Local media partner,

Channel 6 San Diego performed the mix. Through Big Brothers Big Sisters of San Diego, Dick

Enberg was contacted and volunteered his talents, contributing the narrator VO.

Results Attained

Results will be delivered at the 2009 National Ad 2 Public Service Competition

Phase II: Marketing Materials Plan

Objective: Collateral Design/Redesign

 Redesign out dated, poorly designed program logos (Exhibit H) and redesign program

and donor flyers (Exhibit I) in English and Spanish.

 Design a general brochure describing all San Diego programs.

 Design Golfers Jet-Away logo and collateral

Target Audience

 Donors, Parents of Littles, and Potential Bigs

Strategy and Creative Direction

After evaluating all current collateral we found that the pieces were: inconsistent with

each other, difficult to read, unattractive, and out dated. To create better collateral that would

speak to and pull in the target audience, we determined a design direction for each of the pieces

described above. Generally, we decided to get away from using every color in the organization’s

official Usage Guide’s palette, and stick to one or two colors per program. The overuse of color

in their current materials is taking away from the message, and overpowering the text. Redesign

and new design will serve to:

 Unify all logos by using a consistent font, and design a different element to vary them

from program to program such as an icon, or color.

 Create friendly flyers that are easy to read and have a stronger call to action that will

elicit a response.

 Create a general brochure to inform the target audience about all the different programs

 Create a logo and collateral that will attract more people to the Golfers Jet-Away and in

turn raise more money for Big Brothers Big Sisters.

Execution

To accomplish all the design needs we planned a “Collateral Day” in which the designers

on our committee could spend an entire day with the Big Brothers Big Sisters’ Marketing

Director and work together to complete all the design tasks. This event is scheduled to take place

on March 28th, after this book is submitted. The new collateral will be presented at the AAF

conference.

Media/Materials Used

All flyers will be designed so the staff at Big Brothers Big Sisters can print them in

house, in their office on their printers. The designs will be created on the personal Mac

computers using standard design software from the Adobe Creative Suite, and all final files will

be handed off to Big Brothers Big Sisters in all file formats upon completion.

Results

Big Brothers Big Sisters of San Diego County will have collateral they will be proud to

distribute, and most importantly, collateral that will better communicate their needs, goals and

services to the target audience. The new, stronger collateral will make a difference for their

organization.

Conclusion

We created a TV and radio ad campaign that will get the word out that becoming a Big

Brother is easy and isn’t an overwhelming task, while communicating the benefits in a fun,

humorous way. Our “A Little Off” campaign is sure to get the positive attention Big Brothers

Big Sisters of San Diego needs to put more Big Brothers in the Sports Big Program, as well as

raise awareness about the organization altogether. The collateral redesign will provide Big

Brothers Big Sisters of San Diego County with the tools needed to market themselves and inform

their audiences about their programs. By tackling these marketing and advertising needs we are

sure to make a difference for the organization that will benefit the lives of so many

disadvantaged San Diego County Littles. We are excited and look forward to sharing all our

results at the AAF convention in June.

2008-2009 Ad 2 San Diego
Public Service Campaign
APPLICATION QUESTIONNAIRE

The purpose of this application is to gather in-depth information about a non-profit organization’s area of
focus and marketing objectives. The questionnaire below is part of the information we will use in
determining the non-profit for Ad 2 San Diego’s 2007-2008 Public Service Campaign. To learn more,
please visit http://www.ad2sd.com/publicservice.html.
Please read the instructions carefully to help you fill out the application below.

Instructions:
1. Please answer each question in the space provided and submit the completed application to:
mbrass@efactormedia.com
2. If selected, you will be offered an opportunity to make a presentation to the Ad 2 Public Service
committee. The purpose of the presentation will be to obtain a deeper understanding of your
marketing objectives and evaluate Ad 2 San Diego’s involvement in the project will be.
3. The deadline for submitting a completed application is August 1st, 2008.
4. Agencies, organizations or groups served must be non-profit and exempt from Federal Income
Tax under section 501(c)(3) or similar section of the United States Internal Revenue Code.

Forms must be submitted by August 1, 2008.

Organization:

Address

City: State: Zip:

Contact Person/Title:
(main liaisons between Ad2 and your organization)

Business Phone: Business Fax:

Email Address:

1. Briefly describe the purpose of your organization? (mission statement)

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2. How is your organization funded? What is your tax status? Please note: Your organization must be
exempt form Fed. Income Tax under Sec. 501 (c) (3) or similar sect of USIR code.

3. Do you have a national headquarters? If so, where is it located?

4. What services does your organization offer and who are the recipients?

5. What other organizations in San Diego perform duties similar to your organization? How does your
program differ? What makes your organization unique?

6. What is the current public perception of your organization?

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7. Has your organization been involved in any past legal infractions? Have any allegations been filed
against your organization?

8. Are there any legal requirements that must be included in your ads?

9. Do you have a Board of Directors? If so, please list their names and positions:

10. If your organization is selected for Ad2’s public service campaign, what type of work do you envision
being produced (i.e. print ads, tv ads, posters, marketing collateral such as brochures, new website,
new logo/identity, etc…)

11. What is your approval process for the work Ad2 would do?

12. Who is your target audience?

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13. What message does your organization wish to convey?

14. What does your organization expect to achieve as direct result of this campaign?

15. Do you have an existing photo/video/film library? If so, how extensive is it?

16. Do you know of any publications or broadcast media that would grant you space to run your ads?
Please list.

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17. Do you know of any editors/photographers/typesetters/printers that would be willing to donate their
services?

18. What are your current marketing and advertising efforts? Are you currently working with any other
group or advertising agency to create advertising or related activities? If yes, please provide the name
of the group or agency?

19. Does your organization have funds available for the campaign? Please explain.

20. What is the timeline for the execution of your project?

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21. Why do you think Ad2 should choose your organization for the public service campaign?

22. This is an open section. Please note any additional comments you would like to make?

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Instructions:
mbrass@efactormedia.com


Organization: Big Brothers Big Sisters of San Diego County

Address 8515 Arjons Drive, Suite A & Suite G

City: San Diego State: CA Zip: 92126

Contact Person/Title:

Business Phone: 858-536-4900 Business Fax: 858-537-1330

Email Address: deborahc@sdbigs.org


Mission: The mission of Big Brothers Big Sisters of San Diego County is to improve the lives of children by creating
and supporting one-to-one mentoring relationships with proven results.

Young people need a friend they can count on, learn from and look up to. Big Brothers Big Sisters creates and
nurtures one-to-one relationships that are precious, safe, and have the power to transform lives. It’s a Big Brother
teaching his Little Brothers how to throw a baseball and be nice to girls. It’s a Big Sister helping her Little Sister
become the first person in her family to go to college.

Proven Results: Research consistently demonstrates that Big Brothers Big Sisters’ mentoring helps children
overcome the many challenges they face. The most compelling evidence was found by Public/Private Ventures, an
independent research firm, who showed that Little Brothers and Little Sisters are:
• 46% less likely to begin using illegal drugs
• 52% less likely to skip school
• 90% (92% in San Diego) of children improve in self-esteem, school work, and social skills
• More confident in their academic performance and able to get along better with their families

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Big Brothers Big Sisters is funded by corporate donations, foundation grants, individual gifts and
government funds (for the Amachi Program – targeting children of incarcerated parents)


Yes. 230 North 13th Street • Philadelphia, PA 19107


Community-Based Mentoring: One-to-one mentoring out in the community

Being a Big Brother or Big Sister means being a special friend to a child through a consistent, caring
relationship. The Community-Based program is flexible to accommodate a variety of schedules. Volunteers
meet with a child for 2-5 hours, 2-4 times a month, for a minimum of one year. An assortment of activity
options and ideas are provided along with the training and support of a professional BBBS Match
Support Specialist to ensure a positive experience for both the child and volunteer.

Amachi: Amachi is a unique partnership of secular and faith-based organizations working together to
provide mentoring to children of incarcerated parents. In the Amachi program, volunteers meet with a
child once a week for at least an hour, for a minimum of one year. BBBS of SDC is partnering with faith
institutions, human service providers and public agencies (particularly justice institutions) to identify
children of prisoners and match them with caring adults

Hermandad: Big Brothers Big Sisters of San Diego County is one of only a handful of the 480 BBBS
agencies across the country engaged in a Hispanic Mentoring Model. The Hispanic Mentoring Model,
which we have named Hermandad, which means Brotherhood and Sisterhood in Spanish, is in part, a
response to large recent increases in the Hispanic population. It continues the BBBS tradition of outreach
to underserved youth by focusing on the connection with Hispanic communities and the recruitment of
Latino Bigs in one-to-one relationships with Latino Littles.

School-Based Mentoring: One-to-one mentoring in a school setting

Bigs in Schools: During the school year, Big Brothers and Big Sisters meet with their Little Brother or
Little Sister at the child's school once a week for an hour, after the school day has ended. Big Brothers Big
Sisters of San Diego County focuses on building friendships, and through those friendships stronger
literacy and social skills are developed. This is not a tutoring program, but rather a chance for you to build
a friendship in a fun environment, while reinforcing the importance of learning. This program is ideal for
those that may only have an hour a week to volunteer.

High School Bigs: Students at designated high schools volunteer to serve as mentors to students in
select elementary schools. Elementary students benefit by receiving attention from a caring and consistent
mentor, while high school students develop a strong sense of volunteerism while developing their own self-
confidence.

Operation Bigs: The first program of its kind in the nation, "Operation Bigs" provides mentors to children
of military families in four elementary schools on base at Camp Pendleton. Many of the Big Brothers and
Big Sisters are the Marines themselves, or other base personnel and community members who
understand the needs of a child who has a parent deployed oversees. Volunteers meet for one hour
weekly at the child's school

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There are many good organizations that work with children in an effort to providing stability, support and
positive role modeling. Big Brothers Big Sisters is unique, however, becuse our model is to match 1:1
mentors as opposed to the one to many model of other agencies.


We believe we have very strong name value. Big Brothers Big Sisters nationally has been recognized as
one of the top ten organizations in the country with regard to being a trusted, well-run organization.

Most prospective volunteers state “they’ve always known about Big Brothers Big Sisters” when asked
about who referred them to us or how they heard about us.


No.


No.


Yes. (See attached list)

being produced (i.e. print ads, tv ads, posters, marketing collateral such as brochures, new website,

Communications Strategy, radio/tv PSA’s, print ads, brochures, website refinement


Key staff approval (President, VP Operations, VP Development, Program Director,
Marketing Manager)


Primary Target: Young Males 25 – 34 Secondary: Males & Females – 25 – 34
Some college ++ , typically single, no children

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Boys need men in their lives.


Decrease waiting time of boys for male volunteers to more closely match waiting time for girls

Current girls’ wait – 260 days
Current boys’ wait – 440 days


Yes. We have a library of local pictures and videos and access to national Big Brothers Big Sisters
photos and video. Estimated number of digital photos is probably in the thousands.

Please list.
We currently do not have regular ad space in publications/broadcast media. We do get reasonably
positive response when it comes to stories. For example, the Union Tribune ran a front page article on
San Diego Big Brothers Big Sisters on Sunday, June 22, 2008.

services?

Unsure, but we have a great deal of success with donated services and think we might be able to
secure donations.


We are in the process of a creating a strategic plan that will address how we market to our audience(s)
but current activities are the use of networking partnerships, such as VAVi Sports & Social Club (to
introduce Sports Bigs, our newest community mentoring program and organizations such as Volunteer
San Diego. We also do on site recruitment at corporations, organizations and colleges. We do not
have an advertising budget per se and rely on PSA’s and our website for virtual recruitment.
When asked about how they heard about us, the majority of volunteers refer to word of mouth or
“always known about you”


We don’t have dollars allocated for a campaign, but do have a very supportive board and other
community angels that we think can help us garner resources needed to execute a very targeted push
for male volunteers. It is our number one issue!


We are willing to work within the time frame you typically lay out for a pro bono service campaign.

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I have more than 500 reasons, most of them under the age of 12. They are willing to find a stranger who is
ready to share his life, his experience and a little time with them. They need someone special in their lives.
Those 500 reasons have waited more than a year --- It’s time that they find their new Big Brothers.

There are thousands more boys who would also want a Big Brother that we can’t attempt to recruit
because of the severe shortage of male volunteers.


Big Brothers Big Sisters of San Diego County is a flexible entrepreneurial organization that is willing to try
new ideas to find mentors for waiting children. We were the first in the country to start and Operation Bigs
program for children of deployed parents. We have moved our Hispanic children served from a very small
group to more than 30% of the children we serve. We are ready to hit obstacles, such as lack of male
volunteers, head on to meet the need of San Diego County children and create a model for the other 400
BBBS agencies in the United States.

Your work with us could spearhead a plan that can be replicated throughout the country.

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Instructions:
mgirel@studio2055.com


Organization: Just In Time for Foster Youth

Address: 3363 Harbor View Drive

City: San Diego State: CA Zip: 92106

Contact Person/Title: Kathryn Vaughn, President

Business Phone: (619) 226-6244 Business Fax: (619) 226-0447

Email Address: K@vv-law.com


Just In Time supports former foster youth transition to adult independence by providing
essential needs, tools for life, and guidance in a way that promotes hope and self-sufficiency.


Donations from the general public and grants. We are a tax exempt 501(c)(3) organization.


No.

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Just In Time currently operates five (5) programs for former foster youth between the ages of 18
through 26 in San Diego County:

1. Basic Needs Grant Program provides financial support to youth in emergency situations
that may include rent money, bus passes, gas cards, interview clothing, vehicle repair,
college housing deposits and assistance with utilities.

2. Grocery Gift Card Program provides youth with a grocery gift card for immediate food relief.

3. First Home Program provides gently used and new furnishings for a former foster youth’s
first home.

4. Educational Assistance Program provides laptops, printers, and fundamental school
supplies for students, along with financial seminars on how to create a budget while in
college, and basic furnishings for their dormitory or college apartment.

5. Individual Sponsorship Program where board members and volunteers work one-on-one
with a Just In Time youth to identify their needs, give life guidance, and connect youth with
all of Just In Time’s program resources.

In addition to the aforedescribed programs, Just In Time holds two special youth events
each year. During the spring, we invite fifteen former foster youth, members of the
community and their sponsors to a luncheon. We celebrate the progress of our youth and
provide each former foster youth with up to $500.00 of vocational and education tools. For
example, a former foster youth might be attending cosmetology school will receive
hairdressing equipment, gas cards for the Police Academy youth, a dissection kits for the
Pre-Med student and laptops for the GED student and so forth.

In July, we hold a College Bound event, wherein, we select 15-20 highly motivated former
foster youth who will attend school full-time in the Fall and provide each of them with a
laptop, printer and furnishings for their dormitory/college apartment.


Just In Time is the only organization in San Diego that provides emergency needs assistance to
foster youth who have turned eighteen (18) and left foster care, through the age of twenty-six (26)
years old. Many of our youth are in school, holding down jobs, and managing to get by financially,
when they face an obstacle that threatens their stability. JIT helps prevent the former foster youth’s
newly established life from falling apart.
.
For example, one might have a car break down without the funds to get it repaired. Once the car is
towed, the youth faces towing charges as well as repair bills. Work is missed; classes are missed; the
downward spiral begins. Just In Time steps in and fills the immediate financial need and, at the same
time, uses personal connection and guidance to help the youth build a stronger foundation for his/her
future. In this way, Just In Time assists youth who are "at risk" because of their precarious financial
situations, lack of family support, and unstable upbringings.

San Diego has some basic transitional homes available to our former foster youth for a short
period of time, but Just In Time is the only organization who provides home furnishings such as beds,
sheets, vacuums and other living essentials to our youth once they obtain their own apartment.
Typically, most former foster youth programs offer assistance to the age of twenty-one (21), however,
Just In Time provides all of our services to our youth up to America’s age of true independence,
twenty-six (26).
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Currently, most San Diego residents do not even know about this forgotten population of youth
who leave foster care at age eighteen (18) without any family support. When people learn about our
organization and witness first hand the work we do, they are impressed by the dedication of our
volunteers, the far reaching impact of our programs, and the way in which we give community
members a safe vehicle in which to interface one-on-one with these deserving youth.


No.


No.


Kathryn Vaughn, President
Diane Cox, First Vice President, Ways & Means
Jeanette Day, Second Vice President, Community Relations
Tony Hsu, Third Vice President, Treasurer
Christina Maggiora, Recording Secretary
Barbara Rothweiler, Operations,
Lynne Doyle, Special Events
Terry Kakuris, Membership
Tonya Torosian, General Board Member
Louarn Sorkin, Advisor.

being produced (i.e. print ads, TV ads, posters, marketing collateral such as brochures, new website,

Logo
New website
Display board featuring Just In Time events, youth, & volunteers
Brochures
Newsletter
Youth testimonials and stories with photographs
Business Cards


Just In Time will create a committee of three Board members will work directly with Ad2SD, and
approve any and all campaign proposals.


General public/community donors
Foundations
Local San Diego Business firms
Rotary Clubs
Volunteers

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There is a forgotten population in San Diego and these are our youth. With just a few hours of
time, an in-kind donation, or a contribution, you can change a life.


Create a financial partner or multiple partners to insure long term success of Just In Time.

Create a powerful visual tool that can assist us in communicating the importance of Just In Time’s
work:

- Show empty dorm room vs. furnished

- Show broken down car = domino effect:
lost job – drop out of school – no rent money/lose home – living on the streets

- Show empty apartment vs. apartment with bed = healthy young adult working and going to
school

- Show community donors & volunteers - Show Youth =
Just In Time bridges the gap between community donors & volunteers and former foster
youth


One DVD, multiple photographs of My First Home, College Bound and Spring Into Success
events.

Please list.

No.

services?

No.


Due to a limited budget, Just In Time has not engaged in active marketing. Thus, we have not
retained the services of an agency – Just In Time is an all volunteer organization and we rely on
volunteers to assist us with limited basic marketing. For example, a group of students from the Art
Institute created our current logo and brochure as a class project.

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No. During the past five years, Just In Time has used all of its monetary donations to fund each of
our programs, resulting in high number of assisted former foster youth and an overhead of 15%
annum. Our organization is volunteer powered and all campaign material such as our current logo,
brochure and website were prepared by other volunteers.


None. Our website requires the most immediate attention, but can continue to limp along until
help arrives.


We think Ad2 should choose Just in Time because, over the past six years, we have proven our
commitment and our ability to serve our population, despite the fact that we have had very few
resources and no marketing budget. With the help of Ad2, we could be so much more effective at
reaching and influencing our target donors; we could do a much better job of educating San Diegans
about the plight of former foster youth and the need to support them.

Just in Time has made it a priority to keep our overhead costs low (15%) and it is important that
we keep it that way. That way, donors and volunteers can be assured that most of their contribution
goes directly to the youth.


Just in Time is a very unusual organization because it is grass-roots. Everyone involved with the
organization, including the Board Members, are hands-on contributors, interfacing directly with the
youth and donating many hours of help each month.

Although we help a significant number of youth each year, we are not well-known. We do not have
any large sponsors. We do not have a huge staff to solicit funds and support. Yet we have helped
hundreds of San Diego youth to be self-sufficient, productive adults.

One testament to our effectiveness is the fact that we just hired Meredith Hall, one of the first
former foster youth assisted by Just in Time, to be our first full-time Program Director. She is a recent
graduate of U-C San Diego and a bright, delightful young woman who wants to focus on helping other
foster youth. This would make a great news story. It is the ultimate achievement of any organization to
have a recipient become the giver.

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CREATIVE BRIEF: Big Brothers Big Sisters SD
Ad 2 Public Service Committee
Project: BBBS with focus on Sports Bigs

Overview:
Big Brothers Big Sisters of San Diego aims at providing a mentoring relationship for every child
who needs one. To accomplish this, BBBS has established several programs to meet the needs of
the various demographics they support.

Sports Bigs is a program aimed at reducing the number of boys on their waiting list, by appealing
to the big brothers, while promoting a healthy lifestyle for children and creating a common
ground for mentoring to take place. Ad2 SD’s Public Service Committee will focus its primary
efforts on growing and developing this program through marketing and advertising.

Goals:
• To increase volunteer numbers, thereby reducing the waiting time for boys
• To increase awareness of the Sports Bigs program

Objectives:
Sports Bigs
Get: Males 25-35
To: Volunteer as Big Brothers in BBBS of San Diego county’s Sports Bigs program
By: Telling them that Sports Bigs is not a large commitment, but a pledge of only two visits per
month. Not only will they be able to make a positive difference in a young boy’s life, they will
be able to do so through recreational sports or through free professional sporting events

Details:
• Volunteers (Bigs) and children (Littles) spend 2-3 hours twice a month playing or
watching sports
• Volunteers (at least 18 years of age) can be mentors
• BBBS provides free or low cost tickets, when available, to
professional or collegiate sporting events
• Bigs and Littles can also attend quarterly sports/health clinics sponsored by BBBS
of San Diego County
• BBBS match support staff provides volunteers ideas for low/no cost participatory
Big/Little sports activities and information on the best San Diego sports spots
• BBBS offers guidance and support on ways to have a successful mentor relationship
• BBBS communicate regularly to check on how volunteers doing or share updates on
the Sports Big Program and special Sports Big events

Tactics:

• TV
o :30
• Radio
o :30

“A Little Off”
Client Big Brothers Big Sisters Title “A Little Off”

thirtysevenclick Spot BBBS PSA Job # 1

Shot 1: Little in football coach attire Shot 2: Chris Chambers freeze call out Shot 3/4/5: Montage - Chris drops
[Dolly vs still] passes
Little: “When Chris ﬁrst came to San
Diego... SFX: Lightning Bolt Little (V/O): “...his game was a little
off.”

Shot 6: Chris struggles through tire Shot 6 (cont): Chris struggles through Shot 7: Chris stumbles
course, Little watches course, Little watches
Little (V/O): “His agility needed some Little (V/O): “His agility needed some
work.” work.”

Page 1

“A Little Off”


Shot 8: Chris stumbles Shot 9: Little reacts, disappointed Shot 10: Chris sprints past Little
Little (V/O): “And his speed...”

Shot 11: Chris races past; Little hits Shot 12: Chris turns to Little, ex- Shot 13: Little gives Chris the news
stopwatch, turns to Chris hausted, hopeful
Little: “Not so good.”

Page 2

“A Little Off”


Shot 1: Little in football coach attire Shot 14: Montage - Chris sprints on Shot 14: Montage - Chris sprints on
stairs stairs
Little: “So, I let him hang out with
me...” Little (V/O): “...a few times a month.”

Shot 15: Montage - Chris sprints up Shot 15: Montage - Chris sprints up Shot 16: Chris arrives, exhausted
stairs stairs

Page 3

“A Little Off”


Shot 17: Chris arrives, exhausted; Lit- Shot 16: Little points up stairs, More! Shot 17: Chris reacts, bummed, runs
tle points up stairs up stairs
Little (V/O): “And after some intense
training...”

Shot 18: Push-ups, Little signals Shot 19: Push-ups, Little signals Shot 20: Chris pushes blocking sled;
down/up with whistle down/up with whistle Little encourages
Little (V/O): “...and help from the Big Little (V/O): “...and help from the Big
Brothers Big Sisters’ sports mentoring Brothers Big Sisters’ sports mentoring
program...” program...”

Page 4

“A Little Off”


Shot 21: Little encourages Shot 22: Chris pushes blocking sled Shot 3/4/5: Montage - Chris makes
electrifying catches
Music: “...he’s ﬁnally starting to get
it.”

Shot 23: Little cheers Shot 24: Wide: Chris and Little walk Shot 24: Wide: Chris and Little walk
off (Jib arm up); Insert: Logos off (Jib arm up); Insert: Logos
Announcer (V/O): The Sports Bigs Men- Announcer (V/O): The Sports Bigs Men-
toring Pprogram from Big Brothers Big toring Pprogram from Big Brothers Big
Sisters of San Diego County. Free game Sisters of San Diego County. Free game

tickets, sports clinics, and maybe even a tickets, sports clinics, and maybe even a 5
Page
new coach. Grow young again. new coach. Grow young again.

“A Little Off”


Shot 24: Wide: Chris and Little walk Shot 25: Chris and Little walk past
off (Jib arm up); Insert: Logos camera.
Announcer (V/O): The Sports Bigs Men- Little: “Keep it up and you might go pro
toring Pprogram from Big Brothers Big someday.”
Sisters of San Diego County. Free game
tickets, sports clinics, and maybe even a
new coach. Grow young again.

Page 6

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