Awareness Campaign for YMCA-YWCA Guelph

Why is it that the popularity of the Village People’s 1978 “YMCA” song hasn’t led to better awareness of the organization and its essential contributions? Families are healthier through the Y’s child care, fitness, aquatics and camp programs, among others. Young parents have been supported with compassionate programs. Women leaders have been celebrated and inspired.

The YMCA Canada national brand is supported by numerous public awareness campaigns. However, YMCA-YWCA Guelph wanted its own, fresh approach that would highlight its unique place in the Guelph community, and encourage engagement, awareness and membership.

The Letter M helped define a new community identity and launch the #IamY campaign to re-set its identity and clarify the value proposition:

  • Research and engagement to define key messages
  • Staff focus groups and donor and member interviews
  • Collection and drafting of personal stories with photo shoots
  • Creation of brand and materials for the #IAmY campaign



“The team of highly skilled professionals at the Letter M are awesome. They care, they learn quickly and are creative to the core! Thank you Letter M for an amazing partnership!”

Geoff Vogt, CEO
YMCA-YWCA of Guelph

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