FAMOUS FOLKS / Work / A New YMCA in Halifax

Work /

A New YMCA in Halifax

Building for the future.

/ Summary

Develop a new YMCA facility in Halifax. In order to do this, we had to help the YMCA communicate the impact such a facility will have on the community. Before being brought into the situation, the Y made it clear we had to win over the municipal government and its councilors because they may not be backing the proposed development. The YMCA had to overcome political obstacle by connecting on a human level to the community and ultimately the political opponents to ensure the development was built.

/ Links

New Halifax YMCA

/ Services

Branding
Design
Interactive
Strategy
Web

/ Website

/ Print Ads

/ Videos

/ Presentation and Website Art Direction

/ Actions

There was much to tell and much to be inspired by. We didn’t merely list the reasons “Y” the YMCA project was important, we showed the very impact the centre and its programs would have on the community. The campaign featured both print advertisements on our key messages and video series using local Y members explaining the importance the Y played in their lives. The social media strategy was aimed at educating the target audience on the true benefits that will be delivered to the different segments of community.

/ Results

The YMCA would call this social media campaign one of its best ever. After 2 month campaign ran in-market and garnered almost 85 percent positive feedback in social media circles with major influencers calling for the approval of the project. On judgement day, the community came out strong to voice their support for a new YMCA and the YMCA/CBC Development received unanimous support 20-0 from the councilors for the project to move forward.