A radio campaign created by Callahan Creek, 805 N.H., for Big Brothers/Big Sisters of Kansas City will run again during the college football season.

The ads will be rerun in an attempt to replicate recent success this year in targeting men ages 25 to 35 to participate in the program.

Tug McTighe, Callahan Creek creative director, says the strategy for the ads was simple: “Every guy out there is just a big kid at heart, and being a Big Brother lets you act like a kid again.”

Callahan Creek is a marketing communications firm that provides research, strategy and business-building ideas to regional and national accounts.