There are more than 100 children waiting for Big Brothers and Big Sisters throughout eastern, coastal and central Maine. That’s nearly the size of an entire fifth-grade class in most elementary schools. Big Brothers Big Sisters of Mid-Maine is hoping to change that with the launch of a new, national rebranding effort that focuses on the urgent need to recruit adult mentors from Bangor to Rockland, Waterville to Lewiston, and all the towns that stretch in-between.

The youth mentoring program unveiled a new rebranding effort in October with more than 300 affiliates across the country. According to Executive Director Gwendolyn Hudson, the mission is the same, but the message has become more urgent. Hudson said the century-old program needed a modernization of the national brand to make an impact in the community and meet the need of the essential work of matching youth, one-on-one, with mentors.