The challenge
YMCA England and Wales came to us with a double challenge: redefine how the public views them while celebrating 180 years of life-changing work. Despite their rich legacy, many people still associated YMCA with outdated stereotypes – “they’re just gyms,” “just hostels,” or even “just the Village People’s song.” These misconceptions masked the depth of their work in youth services, housing, health, and wellbeing.
With a federated structure of 85 independent YMCAs serving unique communities, the messaging also needed to be highly adaptable – speaking to older, faith-driven supporters while resonating with a younger, more diverse audience. Beyond celebrating the milestone, the campaign had to boost brand awareness, deepen community connections, and ultimately inspire new financial and volunteer support.
Our solution
At the heart of our campaign, we created a powerful, unifying proposition: ‘After 180 years, discover why YMCA still matters more than ever’. Focused on how YMCA’s past informs its future – not by looking backwards, but by sustaining the vibrant vision that has never grown dim. Constantly adapting to meet the everchanging needs of young people, communities and so much more.
This became the foundation of our phased messaging strategy that highlighted YMCA’s enduring impact and its continued relevance.
The video: The heartbeat of the campaign
To break through misconceptions and bring the proposition to life, we created an energetic, mythbusting video. Designed to feel modern and vibrant, it captured real public reactions through street interviews.
“Isn’t YMCA just a song?” and “Aren’t they just hostels?” were common refrains, but the video quickly shifted perceptions. Playful transitions revealed the breadth of YMCA’s work, from providing safe housing and mental health support to running youth clubs and sports programs. Authentic testimonials from YMCA beneficiaries added an emotional core, showcasing how the organisation has transformed lives.
The video wasn’t just content – it was a driver of engagement. We gave it a TikTok-inspired pacing and authenticity, making it highly shareable, designed to capture attention across digital platforms and appeal to younger audiences without alienating long-time supporters. Bite-sized edits allowed the video to shine across social media, maximising its reach.
Phased Messaging for diverse audiences
Alongside the video, we developed a very comprehensive messaging toolkit that could flex across eight key themes – including youth work, health and wellbeing, and YMCA’s Christian roots. This phased messaging approach was designed to keep the campaign fresh over 180 days, allowing each local YMCA to tailor the narrative to their specific community while staying aligned with the broader celebration.
The toolkit included sample copy for newsletters, social media posts, and website updates, ensuring the messaging resonated with core supporters, young people, corporate partners, and major donors alike. Animated GIFs and bold visual assets carried the campaign’s energy across channels, creating a unified look and feel.
The phased messaging ensured YMCA stayed in the spotlight for 180 days, with each theme shining a light on a different aspect of their impact. Donors expressed renewed pride in their connection to YMCA, volunteers felt more empowered to share the organisation’s story, and new supporters were drawn to its inclusive, community-driven ethos.
Ultimately, the campaign didn’t just celebrate YMCA’s past – it redefined its present and positioned it as essential for the future. Through bold storytelling and strategic messaging, we helped YMCA show the world why they still matter – 180 years strong.
Outcome
The campaign delivered on every level, helping to transform how YMCA was perceived while celebrating its legacy.
The myth-busting video became our campaign’s standout feature, generating significant engagement across platforms. Its fresh, authentic tone resonated particularly with younger audiences, opening doors to a new wave of supporters. Local YMCAs embraced the video and toolkit, with many of the 85 member organisations using the assets to amplify their work and connect with their communities.
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