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