Challenge: Many in the community are aware of the Y's focus on fitness, but few are aware of the breadth of community programming available, as well as how membership fees differ from donations.
Approach: Design a compelling toolkit of over 100 assets for 11 Y locations that combines impactful imagery, reflecting the Y's three areas of impact: healthy living, youth development, and social responsibility. Clarify how membership fees are allocated to overhead, while donations fund community programs, like Youth & Government and Livestrong at the YMCA. Include compelling stories of those who have benefited from this programming, and provide clear calls to action around donations.
Results: Individuals across Silicon Valley are inspired to contribute to Y programming that expands opportunities for underserved populations.
