Brand Positioning & Charity Awareness Campaign
CHALLENGE: Research showed that most people, even long-time Y members, were unaware the YMCA is a 501(c)(3) charity and, therefore, were less likely to donate and support the Y vs other better-known charities.
SOLUTION: Present real people who have just discovered their Y does more for their local towns and cities, and that they can be a part of all the Y does in and throughout their community by donating money or volunteering their time. Keyed around the "There's More to the Y than Meets the Eye" theme, this campaign played off its sister campaign, "There's More to Me than What You See" campaign, serving a pivotal role in projecting and reflecting this message throughout existing YMCA markets.
SOLUTION: Present real people who have just discovered their Y does more for their local towns and cities, and that they can be a part of all the Y does in and throughout their community by donating money or volunteering their time. Keyed around the "There's More to the Y than Meets the Eye" theme, this campaign played off its sister campaign, "There's More to Me than What You See" campaign, serving a pivotal role in projecting and reflecting this message throughout existing YMCA markets.
