Montreal, September 18, 2019 – Thousands of Canadian children and youth need a meaningful presence at their side, someone who is ready to help them and reveal their full potential. That’s why today, Big Brothers Big Sisters agencies across Canada are launching a modernized brand image that will allow them to better highlight the impacts of mentoring.

Read our press release.

Big Brothers Big Sisters, an organization that has been active for 106 years providing mentoring services to children and youth, is changing and reintroducing itself to the world! With a new image that better reflects our new mission, approach and «Bigger Together» movement, organizations are inviting Canadians to be part of something bigger: a movement that demonstrates how critical human relationships are to our success, mental health and, well-being.

The main element of the new logo consists of 3 lines that symbolize the three parties that accompany the youth on their journey: their family, Big Brothers Big Sisters and the volunteer mentor. This modernized look is the result of many months of research and consultation with more than 3,500 volunteer mentors, youths, parents and guardians, mentoring leaders and members of the general public across Canada. Big Brothers Big Sisters of Canada worked with Bain & Co. and Barkley on the research and brand transformation.

“Mentoring is an essential service, impacting childhood brain development and creating positive cognitive, education, employment, and health outcomes,” said W. Matthew Chater, president and CEO of Big Brothers Big Sisters of Canada. “Our modernization is meant to engage a new wave of volunteers and donors and give them an opportunity to make a true difference in this world, to change two lives: their own and the life of a young person.”

The new mission of Big Brothers Big Sisters is to enable life-changing mentoring relationships to ignite the power and potential of young people and to prepare them for the future. With the launch of a new logo, we are inviting potential volunteers and donors to join the mentoring movement and ignite the spark that lies within each young person.

A video was released across the country on September 18, 2019 to highlight the power and potential of young people. Also, on a more local scale, Montreal’s Olympic Stadium will lit up the sky on the same day with the new color of BBBS to mark Big Brothers Big Sisters Day, to celebrate mentoring and to mark the beginning of our movement.