On October 1, 2018, Big Sister Association of Greater Boston launched a new, modern look and brand repositioning along with nearly 300 Big Brothers Big Sisters affiliates across the country. While Big Sister Boston’s logo may have changed, our commitment to serving 4,900 women and girls annually throughout Greater Boston is stronger than ever. As one of the largest Big Brothers Big Sisters affiliates in the country, and the only one solely serving women and girls, we will continue to focus our efforts on leveraging researched-based, best practices in youth mentoring while applying a gender-intentional lens. As such, we will continue to innovate and adapt our programs to address the changing landscape for women and girls.
The national brand update comes after months of research conducted by an agency retained by Big Brothers Big Sisters of America. The research, which included focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. The national organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child.
The 11 Big Brothers Big Sisters affiliates in the state of Massachusetts have all adopted the new branding platform and will continue to roll it out throughout the remainder of 2018 and into 2019.