YMCA Canada has launched its first national awareness campaign. Developed by MacLaren McCann, the effort is meant to create a unified brand positioning for the organization.
YMCA has 51 independent member organizations across the country, each with its own president, CEO and board of directors. Individual member organizations also handle their own marketing, although many don’t have the budget to create campaigns, said Meghan Reddick, vice-president of marketing and communications. “We decided that we needed to come together to work on common messaging for all of Canada,” she said.
“Every YMCA member association is different, the communities are different and the programs can be different,” said Scott McKay, VP, group creative director at MacLaren McCann. “That uniqueness is really amazing, but the challenge was how to take all that uniqueness and really boil it down to one compelling message that is going to be relevant for all of those member associations. We spent a lot of time on getting the strategy right.”
The campaign, which includes TV, radio spots, print ads and web banners, focuses on nurturing kids’ potential, which in turn strengthens the foundations of community. The positioning statement is “We never met a kid whose potential we couldn’t see.” A microsite, YMCAPotential.ca, houses all the creative material and includes information about the organization’s programs.
The campaign will also help educate Canadians about the organization’s mission. While YMCA is a well known household name, “not enough Canadians really know who we are and how we actually help to build healthier communities,” said Reddick. In fact, a survey conducted by Ipsos Reid for YMCA found that only 40% of Canadians know the YMCA is a charity.
MacLaren McCann, which developed the YMCA of Greater Toronto’s “Ask Why Not” campaign, offered charitable rates to YMCA Canada as well as some pro bono services, said Reddick. The organization has a pro bono media strategy.
