CLIENT - YMCA
AUGUST 2022
AUGUST 2022
YMCA needed to attract younger donors. The barrier? This audience thought of them as old-school, outdated, and non-inclusive. So we changed the ‘M’ for ‘Men’ of YMCA to an infinity sign ‘for all’. The ‘Limitless’ campaign was born. Then I innovated an entirely new way YMCA could drive donations – rounding up amounts from youngsters’ everyday purchases, to be deposited into an online ‘Limitless fund’.
Winner of The Drum’s Creative Futures Award 2022.
YMCA: Diversifying the ‘M’ in YMCA
© All rights reserved.
