YMCA Canada breaks awareness campaign
Toronto-based YMCA Canada has begun the first national, bilingual awareness campaign in its 160-year history. The campaign is being conducted in association with the organization's 51 member associations with the intent of presenting a unified national voice. The initiative depicts the YMCA as "a cause-driven charity dedicated to nurturing the potential of kids." The campaign includes 30-, 60- and 78-second video and radio ads, as well as print and online ads, social media activities and a website at YMCApotential.ca. It was developed by MacLaren McCann and Headspace Marketing and is planned to run for at least two years. YMCA Canada and its member associations are seeking national and local pro bono media support. "The YMCA is a well-known household name, but not enough Canadians know how we help build healthier communities as a charity," said Scott Haldane, president and CEO of YMCA Canada. "To achieve our mission, we need to rally the 1,000 communities we serve in Canada to support us and work together to nurture the potential of our nation's young people."