Big Brothers Big Sisters of NYC
Building a Signature Race Event

Since 2005, Big Brothers Big Sisters of NYC (founder of America's formalized mentoring movement) has held the Race for the Kids in NYC's Riverside Park, and we've been by its side since the inception. In 2009, 4,000 New Yorkers attended the event, and over $700,000 was raised for the agency. We brought in the NY Daily News, Sports Illustrated, Men's Health, New York magazine and WNBC-TV as media partners and developed pre-interest via print, electronic and social media outlets. We are especially proud of the relationship we built for this great not-for-profit with WNBC-TV to ensure live all-morning coverage.

Most recently, we brought in Captivate, which generously agreed to run PSAs on its hundreds of screens in elevators in office towers in NYC, Stamford and New Jersey valued at $115,000. We also arranged for the Empire State Building to be lit in blue and green in honor of the event. Our efforts helped bring attention to the greater need for volunteers and financial support as New Yorkers watched their favorite news anchors interview agency experts and children live during the morning Race. Other television stations and newspapers featured significant pro-bono advertising and day-of news coverage.

Case Studies
Big Brothers Big Sisters