Client
YMCA of the USA
Role
Creative Strategist
Institution
Miami Ad School
The Scenario
The desired outcome of this campaign is to make the YMCA relevant to the target audience and increase membership.
The Situation
The YMCA competes in the fitness/gym category for people aged 18-29 and struggles communicate how they can fit into their lives and provide a solution to their tension. This audience is facing loneliness, connectivity, and economic challenges.
The Strategic Process
Commercialized third spaces like bars do not align with the target’s lifestyle and others, coffee shops and restaurants, are either pay to play or are not conducive to making authentic connections.
The Framework
The 4C’s – customer, category, company, and culture – were researched.
The Insight
Isolationism is widely universal in a post Covid era, but after effects have us living in our own little bubbles, feeling lonely. Gen Z yearns for spaces where meeting people feels natural, but doesn’t have to spend enormous amounts to buy they opportunity.
The Creative Strategy
The Y isn’t just any gym, its a fitness center, the third space where you can show up regularly and see familiar faces.
Strategic Process
Team Kudos
On The Way Group
Creative: Oriana Biscaldi
Copy: Will Barton