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Big Brothers, Big Sisters debuts new logo; aims to attract more male mentors

Metro Wire Staff

Big Brothers Big Sisters of Central Wisconsin this week unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.

The national organization works to pair young people, or “Littles”, with older mentors, called “Bigs”, who can provide a positive influence.

The need for mentors is greater than ever, according to the group.

“We needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors,” said Dawn Cherek, executive director for Big Brothers Big Sisters of Central Wisconsin.

Cherek said the new logo was formed after months of research with focus groups, who agreed the old logo wasn’t connecting with its target audience.

“The 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,” Cherek added. “The mission will remain the same…but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.”

Cherek said in Portage Co. alone, the group has more than 60 young people placed on a waiting list, and 10 children are waiting in Marshfield. The greatest need, she said, is for male mentors.

“Boys are waiting an average of one year to be matched with a Big Brother,” she said.

The new logo is just the beginning, Cherek said. Big Brothers Big Sisters of Central Wisconsin will also transition to a more modern technology system, participate in new training, and amp up its recruiting efforts.

For more information, or to get involved, go to bbbs.org/bigpotential.