Big Brothers Big Sisters has launched the Start Something Web Series, a multiple-episode documentary developed by Publicis Modem New York and the Ad Council. The series, running on the organization's Facebook page, is an effort to show how the mentoring network partners with families, volunteers and communities to help children and teens.

The series, which is running through the end of the year, focuses on mentors, mentees, families and professional staffers in Big Brothers Big Sisters of Essex, Hudson and Union Counties, New Jersey, to show how the program helps kids overcome problems to succeed in school.

The effort, which received funding from Big Brothers Big Sisters national corporate partner American Eagle Outfitters Foundation, is part of the mentoring network's "Start Something" campaign introduced in January to raise awareness and donations for Big Brothers Big Sisters.

The Web series is being promoted online through ads developed by Publicis Modem. In addition, AOL, Facebook, Mojiva and MSN are supporting the effort with donated impressions.

"This Web series is a wonderful extension of our 'Start Something' campaign with Big Brothers Big Sisters," said Ad Council President-CEO Peggy Conlon in announcing the effort. "By documenting the relationships between [mentors] and [mentees], viewers will get a firsthand look at the life-changing impact of Big Brothers Big Sisters, and they will be even more motivated to donate, volunteer or spread the word about this important work."