May 20, 2019

Big Brothers Big Sisters Unveils New Brand Positioning Aimed at Volunteer Recruitment

The mentoring organization’s new brand look emphasizes the potential inherent in all children


Rhode Island (October 1, 2018) – Big Brothers Big Sisters of Rhode Island along with more than 270 Big Brothers Big Sisters affiliates across the country, today unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers. In addition, the official name of the Rhode Island affiliate will no longer be Big Brothers Big Sisters of the Ocean State, with a full transition to Big Brothers Big Sisters of Rhode Island (BBBSRI).

“The need in Rhode Island for young people to have a role model is more urgent than ever,” said Katje Afonseca, Executive Director of BBBSRI. “To attract more volunteers of all generations, 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.”

Months of research, including focus groups with potential Bigs (adult mentors), 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 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 mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage. However, the organization will focus on a child’s potential and our responsibility as adults in helping children achieve their best possible futures.

“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in Rhode Island by recruiting more volunteers,” said Afonseca. We invite the entire community to join us as we celebrate our new brand at our premier event, “Bowl for Kids' Sake,” on Saturday, October 13, 2018 from 11 - 2 PM at Lang's Bowlarama. Families, friends and supporters will take part in a fun afternoon of bowling and explore all that our new brand has to offer. For more information and how to participate, please visit

The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of Rhode Island will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on recruiting local volunteers.

Learn more about the new brand positioning, the logo or messaging, or how to get involved at Share the new look and follow updates on social media using #BBBS and #BIGSRI.


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