|Director||Jon Hills, Torey|
|Associate Creative Director||Daryl Gardiner|
|Editor||Daniel Pruger @ Jmb Post|
|Service Agency||JMB Post|
|Clio Awards, 2013|
Credits & Description
This campaign was designed to encourage women to volunteer for Big Sisters, an organization that pairs young girls with women who can offer them advice and guidance. There’s a misperception by many women that being a Big Sister requires a large time commitment, and this is often cited as the reason women choose not to volunteer. To demonstrate how little time it takes to make a difference in a girl’s life DDB Canada created the shortest messages possible in any given media: seven second TV ads, five second radio ads, Tweets and small space print ads. The ads are just long enough to feature a Big Sister giving a young girl advice, reinforcing the fact that being a big sister may take less time than you think.