We wanted to break down the misconception that being a Big is a huge time commitment. To do that, we tackled the issue both head-on and indirectly through our campaign.

​

The billboards were an opportunity to showcase the desired outcome of becoming a Big. For us, that meant focusing on the big (ha) picture and highlighting the tremendous impact a Big can have on a child's future.

​

Our message was straightforward, positive, and empowering, emphasizing the difference one person can make on a child's life.