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Inspiring a New Generation to
Live Big Through Service

In 2009, the Big Ten Network (BTN) approached us to help create their signature pro-social initiative, BTN LiveB1G. In the three years since, the campaign has found many ways to celebrate the inspiring stories of service from Big Ten alumni and athletes, and given Big Ten students the opportunity to get involved in the commitment to service that defines the Big Ten community.

We partner with BTN on all elements of this program, including identifying and shaping stories of exceptional service from around the Big Ten that are brought to life on BTN. In year two, we helped to develop and implement the BTN LiveB1G Scholarship for Outstanding Service, given to one student at each of the 12 Big Ten universities who exemplify what it means to live big. In year three, we worked with each Big Ten school to strategize and oversee a unique service event. Sponsored by BTN, each event gave students the chance to serve in support of the causes featured on BTN LiveB1G. And each year, we developed content for the campaign’s website and helped viewers explore and connect with the best volunteer opportunities in their communities and on their campuses.

BTN LiveB1G was nominated for five CableFAXIE Awards in 2012, winning the award for best Public Affairs Campaign. BTN LiveB1G also won the 2012 Cynopsis Sports Media Award for Best Pro-Social Campaign.

In January 2013, BTN LiveB1G premiered a new program, focusing on how each Big Ten university is giving back through innovations in research, education and community service. The campaign looks forward to continuing work with fans, Big Ten universities, partners, advertisers and affiliates to inspire them to give the most important gift – a commitment of time and service to the communities of the Big Ten.


Credits: Teamworks, One Method