What kind of a friend could you be?
Buddies for kids program is one of Pienperheyhdistys ry’s volunteer programs. A buddy is an adult male who volunteers to be a buddy for single mothers’ children who have no contact with their fathers. There are no set rules for the friendships. Each buddy relationship is unique. A buddy can be interested in ice hockey, cooking or knitting – there’s no set model for what a male buddy should be like!
Måndag is designing marketing concepts for ‘buddies for kids’ and ‘grandma’s house’ programs in collaboration with Pienperheyhdistys ry. The marketing campaign will explore the variety of friendships that have been born in the program. What is a man like? What kind of a buddy could you be for a child? At the core of the campaign are the authentic connections between men and kids and the quality time spent together – these are highlighted over the charity aspects of the program. As a buddy, the adult gets a chance to be a child again – a good excuse to play with lego or see the new cartoon in the cinema!
The second concept ‘Grandma’s house’ brings together active seniors and kids. Generations can come together and enjoy each others’ company while fighting loneliness.