Big Brothers and Sisters Okanagan benefits from the Superheroes of Madhouse.
Why Superheroes? “Most guys think they don’t qualify to be a big brother because they’re not a superhero, but to a kid, just taking the time to throw a ball, do some fingerpainting or share a laugh is enough. Those are the things that make a superhero to them,” explains Laura Gibbs, Account Director of Madhouse Creative.
Madhouse selects a pro bono client where we can make a difference and see results with strategy and creative that is pushed. The campaign for Big Brothers and Sisters of the Okanagan illustrates this well. From the initial strategy through to a strong public relations push and sending out masked press kits to the media, media training for the BBSO staff and a guerilla marketing tactic that saw life size stand-ups of superheroes spring up in the downtown cores of Kelowna, Vernon and Penticton. The program also involved inspiring mirrored posters that reflected the viewer’s face inside of a superhero body.
Big Brothers and Sisters of the Okanagan was very pleased with the immediate success of the campaign. This innovative campaign saw great results with numerous press interviews, media impressions and a huge upswing in website traffic. The goal of the program is to raise the awareness of a need for both Big’s – that is adults that can volunteer their time to make a difference in a child’s life, as well as children to be enrolled in the program. The campaign will be followed over the next year to track the ongoing results.
