PHILADELPHIA, PA., - June 3, 2008 - Big Brothers Big Sisters of America has added a new series of television commercials as part of its 2008 campaign for male volunteers. The commercials are part of the "Campaign for Men," a 13-month national program that began in January, funded by a $100,000 grant from the Bank of America Charitable Foundation. The organization launched its campaign to increase male recruitment, especially African-Americans and Hispanics, across Big Brothers Big Sisters’ 400+ agencies.

More than 70 percent of the children waiting for a Big Brother are boys, but only three out of every 10 inquiries about volunteering come from men. More than 50 percent of the boys Big Brothers Big Sisters serves are African-American, while only 15 percent of its male volunteers are African-American.

The grant from the Bank of America Charitable Foundation underwrote the testing and production of TV announcements and the development of media relations tools for Big Brothers Big Sisters' agencies across the country to market the new campaign. The spot features actual Big Brother volunteers attempting to complete every day tasks and includes Little Brothers offering their help to make a difference in the lives of the Big Brothers as their mentors.The campaign has already tested well in several markets for the organization, including one location reporting a 70% increase in male inquiries.

"With an estimated 12 to 15 million at-risk youth in our country, there is a tremendous need for professionally supported, one-on-one mentoring," said Andrew D. Plepler, president, Bank of America Charitable Foundation. "Bank of America associates contribute thousands of volunteer hours every year to Big Brothers Big Sisters to ensure positive outcomes for youth in our communities and our company is honored to support the organization’s campaign to engage more male volunteers for children in need."

"Thanks to the support from corporations like Bank of America, we can change what it means to grow up in America," said Judy Vredenburgh, president and CEO of Big Brothers Big Sisters of America. Independent research has shown that the Big Brothers Big Sisters model of professionally supported, one-to-one mentoring reduces violence and truancy, and improves children's relationships with their peers and families. "The more children, especially boys, we can mentor, the better their prospects - and our nation's - become," said Vredenburgh.

Stoltz Marketing, a Boise-based marketing firm and ad agency, produced the original local campaign pro-bono for Big Brothers Big Sisters of Southwest Idaho, which yielded tremendous results, including a 42% increase in male volunteer recruitment. Big Brothers Big Sisters of America has built upon the pre-existing campaign with PSAs produced by North By Northwest and have just launched the campaign nationally as part of the "Campaign for Men."

About Bank of America Corporate Philanthropy

Building on a long-standing tradition of investing in the communities it serves, Bank of America will embark in 2009 on a new, ten-year goal to donate $2 billion to nonprofit organizations engaged in improving the health and vitality of their neighborhoods. Funded by Bank of America, the Bank of America Charitable Foundation gave more than $200 million in 2007, making the bank the most generous financial institution in the world and the second largest donor of all U.S. corporations in cash contributions. Bank of America approaches giving through a national strategy called "neighborhood excellence" under which it works with local leaders to identify and meet the most pressing needs of individual communities. Through Team Bank of America, bank associate volunteers contributed more than 650,000 hours in 2007 to enhance the quality of life in their communities nationwide. For more information about Bank of America Corporate Philanthropy, please visit www.bankofamerica.com/foundation.

About Big Brothers Big Sisters

Big Brothers Big Sisters, BigBrothersBigSisters.org, is the largest youth mentoring organization in the United States. With more than 400 affiliates across all 50 states, Puerto Rico and Guam, it served 255,000 children in 2007 "“ more than twice the number of five years ago. Independent research shows that its model of professionally supported one-to-one relationships between young people and their Big Brothers and Big Sisters has a measurable, positive impact. Children in the program are less likely to skip school, begin using alcohol and illegal drugs, and be involved in violence. Big Brothers Big Sisters works with policymakers and community leaders across the country to expand access to mentoring for children in need. The organization is currently focusing on recruiting Big Brothers, especially African-Americans and Hispanics.

Big Brothers Big Sisters of America

Big Brothers Big Sisters of America

Big Brothers Big Sisters, BigBrothersBigSisters.org, is the largest youth mentoring organization in the United States. With nearly 400 affiliates across all 50 states, Puerto Rico and Guam, it served 255,000 children in 2007 - more than twice the number of five years ago. Independent research shows that its model of professionally supported one-to-one relationships between young people and their Big Brothers and Big Sisters has a measurable, positive impact. Children in the program are less likely to skip school, begin using alcohol and illegal drugs, and be involved in violence. Big Brothers Big Sisters works with policymakers and community leaders across the country to expand access to mentoring for children in need. The organization is currently focusing on recruiting Big Brothers, especially African-Americans and Hispanics.

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