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Scott McKay is a Toronto strategist, writer, creative director, patient manager, half-baked photographer and forcibly retired playwright.

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    « a short note about this work | Main | World Vision DRTV »
    Monday
    Apr302012

    YMCA of Greater Toronto: Y not?

     

    the challenge: to engage the people of Toronto and surrounding cities in the YMCA brand for the first time ever – getting them to understand that the Y is more than just "gym and swim," but an organization that delivers a wide range of services that help empower kids, teens and young adults to create the lives and futures they want

    the creative strategy: to let people in the GTA know that, through the Y, they can play a role in enabling possibilities for young people, by volunteering, donating or simply becoming a member

    the execution: a series of billboards, banner ads, radio tags and short social videos driving to the "Ask Y not?" microsite at askYnot.ca, where people could get more info about the Y's programs for young people

    the result: the year-long campaign garnered very positive word of mouth, and the short social videos particularly had a huge impact

    the team: Travis Sellar (CW), Ian Martin (AD), Dalbir Channa (AD), Scott McKay (CW and CD) at MacLaren MRM

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