CLIENT
YMCA of the USA
Valerie Waller, Chief Marketing and Communications Officer
Wendy Currie, Senior Creative Director
Jesse Allerton, Senior Communications Manager
Erica Rodriguez, Graphic Designer, Marketing and Communications
Daniela Petrovska, Senior Director, Digital Strategy
Meredith Riemersma , Content Producer, Digital Marketing
Wendy Gould, Project Manager
Jordan Johnson, Video & Multimedia Producer
Zach Moyer, Senior Manager, Brand Compliance
AGENCY
Sahrish Qureshi, Director, Strategy & Insights
Juliet Moffat, Managing Director of Client Engagement
Jenny Schumann, Group Director, Client Engagement
Dallas Donahue, Senior Account Manager
Paige Miller, Creative Director
Morgan Pippin, Creative Director
Sophie Higdon, Senior Brand StrategistLisa Stevens, Production Business Manager
Melissa Barany, Executive Producer
Aaron Evanson, Executive Creative Director
David Ryan, Group Director Strategy & Insights
Curfew Productions
School Editing
BAV Group - VMLYR
Laura Jones, Chief Strategy Officer
Jane Raynandi, Director, Strategy & InsightsTanay Sharma, Senior Brand Strategist
Richard Farhat, Brand Analyst
Sugjin Hong, Group Director, Strategy & Insights
SUMMARY
In the last decade, the YMCA had lost relevance in the lives and minds of people, which led to a decline in involvement overtime. The Find Your Y campaign harnessed the power of passion, purpose, and community to reinvigorate a heritage brand in decline and greatly increase people's intent to get involved with the YMCA. The campaign increased relevance (+75%), differentiation (+102%), general populations intent to: purchase membership (+43%), volunteer (+60%), donate (+39%), and participate in a program (+31%).