YMCA of the USA (Y-USA) has launched the third phase of “For a better us.,” a multimedia positioning campaign, on Sunday, November 11, with a television commercial entitled “One Number Different.” The spot dramatizes the effect one number, a single digit in a zip code, can have on a person’s life and highlights the opportunity gaps the Y helps fill across the country.
“One Number” is the newest creative concept in the Y’s “For a better us.” campaign that raises awareness of the Y as one of the most effective and enduring nonprofit organizations, offering programs and resources in 10,000 communities across the country that strengthen bonds and create shared opportunities nationwide.
Filmed in several locations around the country, the new creative showcases Y members of varying age, gender, ethnicity, ability, and background, whose real stories highlight the dramatic contrasts between their circumstances and how the Y helps each of them overcome the challenges they face.
“One Number Different” highlights the disparity we see all across the country, sometimes in communities we serve that are just blocks apart,” said Valerie Barker Waller, Senior Vice President and Chief Marketing and Communications Officer, Y-USA. “At the Y, we believe that the zip code you are born into should not determine your destiny or limit your potential, and want to showcase the impactful work we do in thousands of communities to close those gaps.”
The television commercial will debut on Sunday, November 11 during Good Morning America Weekend, which begins at 8 a.m. EST. The Y collaborated with New York City-based creative agency Droga5 to produce the commercial, which was directed by Clio and Cannes winner Spencer Creigh. In addition to Droga5, Catalyst Public Relations, a division of Endeavor Global Marketing, 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, featuring 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.
“The Y believes all people deserve equal access to opportunity, regardless of their background or circumstances,” said Kevin Washington, President and CEO, Y-USA. “This phase of our positioning campaign continues to underscore the Y’s commitment to delivering programs and services, and mobilizing resources to ensure everyone – no matter who they are or where they are from – can reach their full potential and live in a thriving community.”
The “For a better us.” campaign is a multi-year, multi-faceted effort to engage more people with the Y and its work to strengthen communities through youth development, healthy living and social responsibility. It first launched in 2016 with “Places” and “Idle Hands,” each of which depicted different problems communities face and how the work of the Y helps. In 2017, the campaign continued with “Us.,” taking viewers on a journey that explored 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.
For more information about the Y and to support our work, including donating and volunteering, visit www.ymca.net/forabetterus