Broadcast - Television, Out of Home Advertising, Print Advertising
In 2010, the YMCA of the U.S. kicked off a rebranding initiative aimed at positioning the Y as a cause-driven organization. As one of the largest social-service non-profit organizations in the U.S., the Y wanted to increase understanding of its impact in the community so that more people took advantage of its unique capacity to foster lasting personal and social change. Our challenge involved proving to people— young and old, alike—that the Y is more than just a health club: It’s an organization that helps the entire community.
The brand campaign features split-screen images that illustrate the Y’s mission to join people together to strengthen their communities as they strengthen themselves. This campaign has garnered unprecedented results, setting day-to-day membership records and exceeding the Twin Cities’ membership goal by 118.7%. In addition, each of the Twin Cities’ 22 branches surpassed their sales goals—which has never before happened in the history of in the YMCA of the Greater Twin Cities.