The YMCA
How do you convince people that the YMCA is more than a gym?
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Put equity at the heart of the story
Not many people know that The Y is a charity. They think of it as a rec center - a place old people go to do Zumba. But, The Y does everything from childcare to group therapy to after school programs to AA meetings. And in a world where third spaces are disappearing, those services are more necessary than ever. The For a Better Us campaign, the brand’s first national campaign ever, gave people a glimpse of the communities The Y serves and the value it provides.
“Idle Hands”
One of two campaign launch films, Idle Hands tells the story of kids in Dundalk, Maryland, a low income community just outside Baltimore. For many of these kids, having somewhere productive to channel their energy after school keeps them from getting into trouble. The Y provides that safe space, with tons of enriching programs, mentors, and activities.
“Places”
West Baltimore has one of the highest poverty rates in the country. Where city infrastructure falls short (underfunded schools, food deserts), The Y steps in to help create equity for its residents. Everyone in Places is a West Baltimore resident we met over the course of shooting. Some were Y members, others were not and were turned onto programs over the course of the project.
“One Number”
In America, the zip code you’re born into determines your destiny. The Y aims to break that cycle of inequity by providing programs that help level the playing field. This was a crazy, run and gun shoot that took us all over the country to prove, first hand, that one number different truly means you could have a whole other life.
Me: GCD / Creatives: Luke Chard, Mietta McFarlane / Director: Spencer Creigh