Big Brothers Big Sisters of America is
collaborating with Amazon Prime Video to amplify the power of mentorship.
The effort includes “You Got This,” a 30-second spot
featuring Taylor Rooks, an Emmy-nominated Thursday Night Football feature reporter and NBA on Prime host and Andrew Whitworth, a Thursday Night Football analyst and Super Bowl champion.
Showcased is the charity’s mentors, also known as “Bigs,” and youth participants, affectionately called “Littles.”
The PSA highlights the
impact a mentor can have through presence and empowerment, building on the organization’s campaign, “It Takes Little to Be
Big,” which aims to break down misconceptions about mentoring and remind people that anyone can make a difference as a Big.
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The spot will stream on Prime Video
during the NFL season, as part of its commitment to donated media to BBBSA. The PSA will debut during tonight’s Thursday Night Football game as the Miami Dolphins take on the Buffalo
Bills.
Teaming up with Prime Video allows the national nonprofit to reach audiences in new ways, says Adam Vasallo, chief marketing officer for Big Brothers Big Sisters
of America.
"When sports figures, like Andrew and Taylor, champion mentorship, it resonates because people see a direct connection between what happens on the field and what happens in
life," Vasallo tells Marketing Daily. "Teamwork, discipline, and encouragement are the same values that make great mentors. Hearing these influential voices emphasize that truth helps
potential mentors realize they already have what it takes to step into a young person’s life and make a lasting difference.”
The collaboration with Prime Sports
will extend behind the scenes to open doors of opportunity for youth nationwide through job and career shadowing experiences with talent and production across the NFL and NBA, according to the
organization.