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|| Big Brothers Big Sisters of America

Big Brothers Big Sisters, Inc. (BBBS), one of the nation’s oldest and largest youth mentoring organizations, hired MEE to conduct audience research in order to gather in-depth information that could serve as the foundation for an enhanced marketing campaign to increase the participation of African-American men as mentors. MEE conducted five focus groups in St. Louis, Baltimore and Philadelphia. They included current Big Brothers, men who had considered becoming a Big Brother and those who had not. The data collected from these African American males helped BBBS understand various perspectives on being and becoming a mentor. MEE made recommendations to assist in designing messages, materials and an effective strategy to increase the participation of African American men as Big Brothers.


As a follow-up to its research project, MEE developed, Brothers: We Are The Village, a six-minute DVD that promotes mentoring to African-American males and encourages them to become a Big Brother. It also educates African American male mentoring candidates about the benefits of formal mentoring and the positive impact it can have on both their lives and the life of a young person. The DVD can be used either as a stand-alone promotional tool in its entirety or as part of a broader BBBS presentation to community groups, churches, fraternal organizations, etc.


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