Targeting Men … Right Where They Read!

The next time you’re flipping through a copy of Sports Illustrated, Maxim or Men’s Health magazine, you might just see an ad you’ve never seen before.

It’s sponsored by MINI USA, makers of the popular MINI Cooper cars.  But the ad isn’t about cars or transportation.  It’s about helping boys and young men thrive through mentoring. 

MINI recently announced they’re donating advertising worth over $300,000 to Big Brothers Big Sisters.  That means they’re paying for the ads that will run in publications reaching over 48 million readers!

Holly Babich, of MINI USA, said "We're delighted to support Big Brothers Big Sisters as they recruit men and women to bring a little joy into the lives of America's youth.  Being a Big Brother or Sister can be a life-changing event, and fun too. Just like owning a MINI! We're honored that we can be part of that change and we urge people of all ages to sign up now to be a part of this great program."

Who reads those magazines?  Men, mostly.  And that’s a good thing, because many more women than men volunteer to be Bigs … which means we have more boys than girls waiting for matches.  MINI is targeting men in the magazines they read, to reach hundreds or thousands of potential new Big Brothers.

It just goes to show that there are all kinds of ways to make a difference in a young person’s life.  MINI is making a difference by donating ad space that will help Big Brothers Big Sisters reach a very important audience. 

And YOU can help, too, by volunteering or donating to support the work of Big Brothers Big Sisters.

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