Campaign for the Y Highlights Unity Across the United States

Today, YMCA of the USA (Y-USA) launches the second phase of “For a better us.,” a multimedia positioning campaign that focuses on nationwide unity and strengthening community bonds through programs and resources available at 2,700 Ys across the country. The campaign, which first launched in 2016, aims to change perceptions about the Y and raise awareness that the Y is one of the most effective and enduring nonprofit organizations in the country. In more than 10,000 communities across the country, the Y focuses on strengthening community through youth development, healthy living and social responsibility.

The campaign includes a powerful television commercial entitled, “Us.” “Us” takes viewers on a journey that explores what the idea of “us” means in our country, the ways in which our bonds are fraying, and how the Y helps make them whole again through safe spaces, community outreach, mentorship, volunteerism and more. “Us” builds off the spots “Places” and “Idle Hands,” each of which depicts different problems communities face today and how the work of the Y helps. 

“Us” is based on a key insight about the things people across the country are experiencing, from anxiety to social isolation, to a lack of empathy,” said Valerie Barker Waller, Senior Vice President and Chief Marketing Officer, Y-USA. “We want the country to know that, among the daily struggles, the Y is there—to bring people together, to help find common ground and to address pressing social issues that so many communities are facing.” Earlier today, the television commercial aired on multiple broadcast networks including ABC, CBS and NBC. The Y collaborated with New York City-based creative agency Droga5 to produce the commercial, which was directed by Malik Vitthal. 

In addition to Droga5, WME | IMG’s Page 2 strategic communications group, Catalyst, along with Kelly Scott Madison Media (KSM) worked collaboratively to support and promote the campaign. In addition to the television commercial, the campaign includes several radio spots, digital assets and social media content, all which feature kids, adults and families who are members of the Y. These assets will run across several radio and digital channels as well as a variety of social media platforms, including Facebook, Twitter and Instagram. 

To further raise awareness and socially spread the message, Ys across the country will challenge people to interact with someone new and share their stories via social media beginning in late September. 

“This phase of our positioning campaign expresses exactly why the Y is an integral part of thousands of communities across the U.S.,” said Kevin Washington, President and CEO, Y-USA. “The Y is a safe space, a positive influence in the community and a bright spot in a sometimes- dark world. We aim to inspire communities and bring together people from all backgrounds, races, religions and more so everyone can find common ground and feel a sense of belonging.” 

The “For a better us.” campaign is a multi-year, multi-faceted effort to engage more people with the Y and its cause of strengthening community through youth development, healthy living and social responsibility. 

For more information about the Y and to donate, visit www.ymca.net/forabetterus