If you've thought about joining the charity Big Brothers & Big Sisters, but don't have the time, don't worry — there are plenty of others to pick up the slack.

The neighbourhood gang, for example, offers personal counselling, "career" development and many unsavory opportunities for promotion.

But Big Brothers & Big Sisters aims to provide more positive options for Bermudian kids by placing boys and girls from five to 15-years-old, with role-models from the community, known as "Bigs" .

In May they launched an advertising blitz to find Big Brothers for the more than 100 boys on their waiting list. Some of the boys have been waiting for years.

One of the creative forces behind the new campaign is Patrina O'Connor-Paynter. In search of something more meaningful, Mrs. O'Connor-Paynter left a cushy job in the corporate world in 2008 to join the charity as their Fund Development/Marketing Communications Director.

She has a son, Jaquari, nine. The Royal Gazette met with her to talk about her career change, and the new advertising campaign.

Q: This job must represent a change for you.

A: This job represents A LOT of change. My background is in communications and media. I started at Bermuda Broadcasting Corporation where I was in their sales and marketing department. Then I went to work at the Bank of Bermuda as a relationship manager and marketing.

Q: You were also on television, weren't you?

A: I did the television programmes 'Youth Talk' and 'Bermuda Now'. I also host a radio show on Saturdays between 2 p.m. and 5 p.m. I am known as 'Power Girl'.

Q: Were you excited to get the job at Big Brothers and Big Sisters?

A: It felt like an epiphany. It was then that I knew I needed to be doing something that benefitted the lives of others.

Q: How hard was it making the transition?

A: I thought it would be hard going from corporate to a not-for-profit, but it wasn't hard at all. Once I got there and started working in the office, everyone was really friendly. Everyone has the interests of the children in mind. I enjoy the work.

Q: Have you had any men sign up yet, because of the new advertising campaign?

A: We have had more than 35 to 40 inquiries, but that doesn't necessarily mean they have filled out an application. We have had a few people fill out applications.

Q: What about the girls?

A: When we launch a campaign, it is easy to recruit women. Compared to the 100 boys on the waiting list, there are only six girls who have not yet been matched. We are targeting men right now, but they are harder to attract. We will be making presentations to different sporting groups and businesses. If any organisation wants us to make a presentation they just have to call.

Q: I guess Big Brothers and Big Sisters follows the 'It Takes a Village to Raise a Child' philosophy?

A: Yes. Come on village! People need to stop complaining about kids hanging out on the street and be accountable. That is why this male campaign is very important. We have a lot of positive men in the community. We want to get them involved.

Q: How vulnerable is the average nine or ten-year-old to gang activity?

A: Through my work with television and radio, I come into contact with a lot of kids. I find kids are very impressionable. Unfortunately, being a thug and a gangster seems to be cool. If you listen to some of these little kids talking, the stuff that comes out of their mouths is hurtful. Some of them seem to be impressed with violence.

Q: How important do you think it is for a child to have same gender role models?

A: I think it is very important. I can't teach my son how to be a man. A lot of times these kids are going through things and they can't talk to their parents about it.

Q: What about all the violence involving young men that's been in the paper recently?

A: The gang is like a family. They have each other's back, or so they believe. Sometimes these young men need someone who is not a gang member to come to them and say, 'I have your back. I will help you. If you need someone to talk to I'm here. I am someone who is not going to lead you astray'. That is why I am asking men to be held accountable. Do you want to see more of our young men's lives lost to the streets?

Q: Is Big Brothers and Big Sisters just for fatherless children?

A: I think people have a misconception about the Big Brothers and Big Sisters programme. It doesn't necessarily mean that the child's father is out of the picture. Sometimes the mother is a single parent, but this is just an added benefit for that child. A Big is just meant to be a friend and mentor. They are not meant to take the place of a father or mother.

Q: What about the guy who says they don't have time to be a Big?

A: There is always time. We do say three hours per week, but we realise that some weeks you can't see the child. You can send an email, text, or make a phone call. But in the beginning, at least, it takes time to build a relationship. This is a friendship. You don't have to completely switch your life around. If you are washing your car, going grocery shopping, or whatever, take the child with you.

Q: Tell me about the ad campaign.

A: The ad campaign is funded by a generous donation from the Argo Foundation. There were also many people who donated their time. For example, Bermudian Stephan Johnstone donated his time helping us design our posters and brochures. He works in Canada, but is looking to come back to Bermuda. He was a Godsend. He really worked hard for us. The photographs were taken by Joseph Marable, of Jomar photography, who is himself a Big, Nigel Richardson of Creative Photography and Dwayne Minors, of Biggthyme Photography. I also have to put it out there for Steve Easton of Just Platinum Recording Studio, who produced our television commercials. Tyco sponsored the printing of the brochures and promotional materials.

Q: The ad campaign includes real Bigs and Littles, doesn't it?

A: These Littles and Bigs have such a great relationship. I didn't have to tell them to pose for pictures. During our shoots, they acted as they do on a day-to-day basis. They were having fun together. They had secret codes and handshakes.

Q: What do the adults get out of it?

A: Sometimes people look at getting a Little as 'getting a needy kid'. What I noticed during the shooting was that sometimes the kids are giving the adults exactly what they need.

Q: But the part in the television commercial where the Big rides into a tree, that's staged, right?

A: No. That happened. (Laughter). Everything you see in the television ads happened. There was even a part where a guy picks up a football and starts spinning it around by a rope. He was supposed to kick it. He didn't know what to do with it so he picked it up and started spinning with it. We thought it was so funny we kept it. I said 'put that on camera'!

For more information about Big Brothers & Big Sisters telephone 232-2802 or email bbs@logic.bm or check out their website at www.bbbs.bm