SenaReider Is on Lookout for Big Brothers | Adweek SenaReider Is on Lookout for Big Brothers | Adweek
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SenaReider Is on Lookout for Big Brothers

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SAN FRANCISCO A one-sided chess game is the poignant focus of a new pro bono campaign created by SenaReider to highlight the lack of men in the Big Brothers' program.

The 30-second television spot was created by the independent San Francisco agency for the Big Brothers Big Sisters of Marin and Napa counties. It mixes sly humor with emotion as its shows a young boy playing chess and waiting endlessly for his opponent to make a move. It's only when the camera pulls back that viewers see the boy is playing chess with a mannequin. The tagline: "Looks like we're running low on Big Brothers."

The Big Brothers and Big Sisters program provides adult volunteers to serve as mentors to children and teenagers.

"We learned that the Big Brothers' organization is really having a problem getting men to volunteer as mentors. We looked at how to combat that," said John Reider, agency creative director.

The spot will air on local television channels in the San Francisco Bay Area in the coming months and may be picked up by other regions around the country.