For a better us.™ Campaign Q&A
Overall Campaign Messaging
The Y launched For a better us.™, a nationwide multimedia marketing campaign, designed to educate consumers on the Y’s work as one of the most effective and enduring charitable organizations in the country.
· Our research shows that while people know and love the Y, they are not clear about the charitable work we do in communities all over the country, which is often carried out behind the scenes.
· The For a better us. campaign is designed to help the public gain a better understanding of all the programs and resources the Y provides around the country—including access to safe places to play; healthy living and prevention programs; college and career readiness programs; and mentorship and volunteerism opportunities—all in service of making us better as individuals, communities and as a nation.
· The campaign launches with two powerful television commercials, Places and Idle Hands, each depicting a different issue that America faces today.
· It is the Y’s hope that this campaign inspires others to help fund the important work that the organization does every day.
General Q&A
Q: What is the campaign’s objective?
A: The campaign’s objective is to shift perceptions of the Y from a “gym and swim,” to a relevant, effective nonprofit and to help inspire people to donate and fund the work it does. For a better us. aims to shed light on the variety of Y programs that look to nurture potential, improve health and support all our neighbors, all in service of making us better.
When people think about the Y, they usually envision a place to swim and work out. But the truth is, for over 160 years the Y has been one of America’s most effective and enduring nonprofits. The Y is one of the only remaining community spaces left in the country that also provides families, teens and kids with safe spaces; youth development programs; mentorship and volunteer opportunities; healthy meals; education resources and more.
Q: Why launch this campaign now?
A: The Y is kicking off For a better us., the largest marketing initiative in the history of the organization, because the Y has never been in a better position to launch a campaign of this magnitude.
The rebranding of the organization in 2010 laid the foundation for the Y to become the strongest it has ever been, both in size and impact. Now more than ever before, a national advertising campaign of this scope will enable us to move forward with an investment in our future to continue our growth and help strengthen communities across the country.
Q: These spots are a little edgier than one might expect from the Y. Discuss the decision to make this type of commercial.
A: You are correct, these commercials are not what most people would expect from the Y, and that’s by design. We want the public to see the Y in a new way – as a leading charity that is addressing pressing social issues in communities nationwide and is worthy of their support. This is who we’ve been for more than 160 years, and our new campaign is designed to help more people understand that.
Places and Idle Hands each depict a different problem that America is currently facing.
· Places deals with underserved communities that lack the opportunities and resources they need to thrive. The spot shows that while the world may only pay attention to these places when they make national news headlines, the Y is on the ground every day, offering safe spaces, mentorship programs, healthy meals, education and more.
· On a different but equally pressing note, Idle Hands portrays the phenomenon of the disappearing “third space” and what that means for our country’s youth. It explores the ways kids can fall into bad habits when left unsupervised or unchallenged. It positions the Y as a space to release latent energy in a safe and constructive way.
Q: What do you hope this campaign will accomplish?
A: We believe this campaign will help the public gain a better understanding of all the programs and resources the Y provides around the country. When given the right opportunities and resources, the Y believes all kids can reach their full potential. We also hope that this campaign inspires others to help fund the important work that the organization does every day.
Q: How much does this campaign cost?
A: As an organization, we will not disclose the cost of the campaign. A multitude of resources including media partners, donors and local Ys have contributed to help maximize the awareness of this campaign.
For the first time in its more than 160 year history, Y-USA is releasing an ad campaign to highlight its charitable work around the community. This is done in coordination with local Ys, who are actively seeking donations to underwrite our work as one of the nation’s leading nonprofits, which strengthens communities through youth development, healthy living and social responsibility. When you look at the 2,700 Ys across 10,000 communities, the budget is just a fraction of what it takes to benefit the 22 million men, women and children the Y serves.
Potentially Difficult Questions and Recommended Answers
Q: These spots present a rather depressing view of adolescents and their circumstances. Is this the Y’s perspective on our children’s world?
A: No, the Y is a community organization that provides youth around the country with opportunities and resources to fill their time productively and positively. Given the right opportunities and resources, the Y believes all kids can reach their full potential.
Q: In the Idle Hands spot, are the kids who were doing inappropriate things actors? Did the Y film real kids doing unsafe things and not intervene?
A: These are real kids, but they were casted and directed. The actions are representative of real activities that bored kids may get into if not given more productive or positive options.
Q: In the Idle Hands spot, why mention “the devil”?
A: This is a common idiom meaning that bored people may be more likely to get into trouble.
Q: What is the Y implying about our government’s ability to maintain our communities?
A: The Y isn’t implying anything about our government’s ability to maintain our communities. The Y is a community organization that is working with the government and many other organizations and individuals to meet needs and address challenges that face communities around the country.
Q: Most of the people featured in these spots are people of color. Does the Y really only serve those populations?
A: The Y serves communities of all kinds around the country, inclusive of many different populations. These communities were highlighted as some examples of the many and varied populations the Y serves.
Q: Is the Y just for poor people? Are the Ys only in poor neighborhoods?
A: The Y serves communities of all kinds around the country inclusive of many different populations. This community was highlighted as an example of a single, real community that a real Y branch serves.
The Y believes communities like these are full of potential but often are overlooked or only in the spotlight when seen on the nightly news. The Y wants to bring light to the enormous potential and great things that already are and that can be accomplished every day in these same neighborhoods.
Q: Do these spots engage in any form of stereotyping?
A: The Y does not believe that either the Idle Hands or Places spots engage in negative stereotyping. We filmed both spots in real communities in and around Baltimore, serving as an example of many similar communities around the country. The young people featured in both spots are from different racial and ethnic origins that actually live in the communities where we filmed – they are not actors.
A large part of the creative concept behind these spots is to recognize that the mainstream media does not focus on the positive aspects of communities similar to these.
Q: Do the spots demonstrate any sort of criticism aimed at local governments/schools?
A: The Y does not believe that the spots demonstrate any direct criticism of local governments/schools. The reality is that both governments and schools are presently dealing with the challenge of helping young people with limited budgets and resources.
Further, given the number of single parents and households where all adults are working to make ends meet, children are increasingly left on their own. Thus, the Y is actually filling a gap in care, complementing services which are offered during the school day or by the public sector.
Q: Do the spots support any political agenda?
A: The Idle Hands and Places spots do not adopt or promote any political agenda. The spots portray specific challenges facing this country and propose positive ways to improve peoples’ lives. They depict real situations (e.g. youth who are using their free time unproductively) and show nonpartisan solutions offered by a charitable organization, the Y. Local, state and national authorities share the work that the Y is doing to support the potential in all communities.
Q: Does the Y promote a particularly Christian agenda?
A: YMCAs were founded on Christian principles, as indicated by the YMCA mission: to put Christian principles into practice through programs that build healthy spirit, mind and body for all. Today, YMCAs commonly express these principles as their core values: caring, honesty, respect and responsibility.
Though YMCAs are guided by a common mission and set of core values, each one is autonomous and independent. A YMCA’s programs and services reflect the needs and character of the communities it serves. The degree to which a YMCA emphasizes the Y’s Christian mission and heritage is a local decision.
Preapproved Quotes for Media Interviews
Quote 1:
“The Y works to ensure all individuals have the support they need to achieve their full potential” said [SPOKESPERSON NAME], [TITLE], [YMCA NAME]. “We work within the local community to provide services addressing its most critical social issues”.
Quote 2:
“The For a better us. campaign launches with two powerful television commercials, Places and Idle Hands, each depicting a different challenge America faces today,” said [SPOKESPERSON NAME], [TITLE], [YMCA NAME]. “Both spots close by highlighting the Y’s work on the ground, helping to serve communities by providing healthy living and prevention programs, college and career readiness programs, safe spaces and mentorship and volunteerism opportunities.”