Javelin has rolled out a new campaign to highlight Toyota Ireland’s partnership with youth organisation Foróige and its “Big Brother Big Sister” mentorship programme.
Big Brother Big Sister aims to provide friendship, support and guidance from a caring adult volunteer that will aid young people in making positive decisions and guiding them on their journeys into adulthood.
Toyota’s support will encourage the participation of headquarters, dealership staff members and people across Ireland to buddy up with a young person aged 10 to 18 in their local community.
Zoe Bradley, Head of Marketing Communications and Corporate Affairs at Toyota Ireland says: “Our brand promise of being ‘built for a better world’ moves past just selling cars. We use our innovative way of thinking to consistently consider how we can make life better for future generations in a tangible and positive way. Through this partnership, we want to increase the number of volunteers in the programme as well as create important awareness for this initiative. Mentoring young people is based on the power of friendship and can be as easy as going for a walk, having a chat or any activity shared for an hour a week with a consistent and steady presence in their life that they can rely on.”
“It has truly been a pleasure for Javelin to work with the Toyota Ireland and Foróige teams to put a well-deserved spotlight on the Big Brother Big Sister programme. It’s an incredibly important, nationwide initiative that not only provides much needed support for young people, but we know that it makes a huge difference to the lives of the adult volunteers as well. We hope that this campaign results in many more volunteers reaching out to participate and I would say to anyone who might be thinking of it to just go for it. You won’t regret it.” Aoife Hearne, Senior Account Director Javelin.
According to Mary Lynch, manager, Foróige: “We know that the presence of one caring adult can make all the difference in a young person’s life. We are so grateful to Toyota for believing in the Big Brother Big Sister programme and the impact it can have on a young person’s life. An hour a week truly can change lives.”
Credits
Agency: Javelin
Creative Direction: Adrian Cosgrove, Cathal O’Flaherty
Creative Team: Ben Razey, Ian McFarlane
Account Team: Aoife Hearne, Kyla O’Kelly
Media: Roisin Shaw, Aoife Hofler
Strategic Planning: Yusuf Karimjee
Digital: Kate Minogue, Ian Nunoo
Production Company: Rubberduck
Executive Producer: Jenni Barry Duke
Producer: Helen Barry Duke
Director: Conor Ryan Ben Colwell
Director of Photography: James Collins
Production Designer: Jenny Owens
Post-supervisor: Jen Connolly, Penco Post
Editor: Darragh Scott
Grade: Cam Sander
Audio: Dean Jones, Scimitar Sound
Client: Foróige
Director of Marketing, Communications and External Relations: Karen Hannify
Digital Communications Lead: Alan Hatton
Digital Communications Officer: Sarah O’Mahony
Toyota Ireland:
Head of Marketing Communications and Corporate Affairs: Zoë Bradley
Marketing Communications Manager: Lauren Hennessy
