Today, the YMCA launched its first-ever national advertising campaign to connect more people to its programs and shine a light on the Y’s charitable impact. Originally developed by the YMCA of Greater Toronto, the Shine On brand awareness campaign will now reach all markets across Canada.
The campaign emphasizes the importance of belonging, meaningful employment, and physical and mental health. It conveys that no matter the obstacles or setbacks, the Y is a welcoming place offering support, positivity, and guidance, empowering individuals to achieve their full potential.
The YMCA’s charitable impact is also highlighted, with messaging that assures potential donors their support will help people overcome personal challenges and underscores the life-changing difference the Y can make.
“For more than 145 years, the YMCA of Owen Sound Grey Bruce has sparked the potential in individuals, empowering them to grow, lead, and contribute to their communities,” says Heather Rourke, Manager of Marketing & Communications at YMCA of Owen Sound Grey Bruce. “This campaign reflects our Shine On brand and highlights the wide range of YMCA programs offered throughout Canada. As a charitable organization, we see the incredible difference that comes from offering support, expertise, and encouragement—building programs and environments where everyone can feel they truly belong and can thrive.”
The campaign’s centerpiece is a hero video, which can be viewed below. The two-and-a-half-minute spot features emotional human stories that highlight the benefits of Y programs and services, demonstrating how the Y helps people realize their potential.
A new survey commissioned by YMCA Canada and the YMCA of Greater Toronto, conducted among Angus Reid Forum members, reveals that a staggering 60% of Canadians feel disconnected from their community, with 16% reporting they never feel a sense of community and 44% experiencing it only sometimes. This survey highlights why this brand campaign is so important. We want our community to know the YMCA provides inclusive spaces and programs where people can make meaningful social connections.
Help us amplify the campaign! Keep your eyes and ears open for the campaign, share it on social media, and tell your friends and family.
