TORONTO, Nov. 17, 2014 /CNW/ - With the support of Standard Life Canada, Big Brothers Big Sisters of Canada today launched a national advertising campaign. "You're More Fun Than Plywood" shows that being a mentor is easier than one might think, and that it can make a big difference in a child's life.
The billboard advertising depicts a child shooting a hockey puck at a piece of plywood instead of a goalie, clearly demonstrating that a mentor's presence would mean so much. The ads will appear in downtown Montreal, Toronto, Calgary and Vancouver, including select airport locations.
"We are thrilled to have the support of Standard Life to promote the need for volunteer mentors through this ad campaign", said Steve Jones, President and CEO of Big Brothers Big Sisters of Canada. "We have thousands of kids across the country, waiting for a mentor, and this campaign demonstrates how anybody can make that difference."
Standard Life Canada has been sponsoring Big Brothers Big Sisters' annual recruitment efforts since 2009, and is offering additional support this year to help bring to life the "You're More Fun Than Plywood" campaign, which will run until mid-December.
"Mentoring positively changes the trajectory of young lives and yields significant social value. A recent study also showed that Big Brothers Big Sisters' Canadian programs generate an average social return on investment of $18 to $1. That's quite an investment for our communities", said Charles Guay, President and CEO of Standard Life Canada.
Note to Editors
According to a study from The Boston Consulting Group (BCG), every dollar invested in Big Brothers Big Sisters mentoring generates $18 in social return on investment. The results of this study, published in July 2013, are available on www.bigbrothersbigsisters.ca.
About Standard Life
Standard Life Financial provides long-term savings, investment and insurance solutions to more than 1.4 million Canadians, including group retirement and insurance plan members. It has 2,000 employees, and the main operating subsidiaries are The Standard Life Assurance Company of Canada and Standard Life Mutual Funds Ltd.
Its parent company, Standard Life plc, has its headquarters in Scotland and operates in the UK, North America, Europe, Asia and the Middle East. It had $581 billion in assets under administration, including $52.1 billion in Canada through Standard Life Financial at September 30, 2014.
About Big Brothers Big Sisters
For more than one hundred years, Big Brothers Big Sisters has been making a positive difference in the lives of our nation's youth by developing and implementing a wide range of mentoring programs. Serving as role models, mentors teach by example the importance of giving and giving back, of staying in school, and of having respect for family peers and community. Big Brothers Big Sisters of Canada provides quality mentoring services for more than 42,000 children and teenagers. Big Brothers Big Sisters currently has over 37,000 volunteer mentors working at 117 agencies that serve children in over 1,100 municipalities across the country. Learn how you can start something at www.bigbrothersbigsisters.ca.
SOURCE: Big Brothers Big Sisters of Canada
For further information: Jennifer-Lee Thomas, Director of Marketing, Big Brothers Big Sisters of Canada, [email protected], (905) 639-0461 ext. 47