Youth Girls Recruitment Campaign – Multilingual Community Initiative
Big Brothers Big Sisters of NYC
Big Brothers Big Sisters of NYC launched a targeted recruitment initiative focused on increasing enrollment for its youth girls mentorship program across New York City. In a city as diverse as New York, audience clarity isn’t optional.
It’s foundational.
Industry
Non-Profit
Services
Marketing & Design
Location
New York City, NY
Challenge
Reaching and Resonating with Diverse Communities Across New York City
The campaign needed to: Increase recruitment numbers Resonate emotionally with families and young girls Maintain institutional credibility Reach multilingual communities in a way that felt natural — not secondary Many campaigns translate language. Few adapt meaning. The difference matters.
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Results
The campaign strengthened recruitment visibility for the youth girls program and improved accessibility across diverse communities throughout New York City.
Internally, the organization gained: A clearer recruitment narrative Campaign assets adaptable across languages Stronger community connection Structured messaging that could scale This wasn’t just a recruitment campaign. It was inclusive communication.
