Client: YMCA of Greater New York

Transit Posters

From consumer focus groups, we learned peoples’ perceptions of the Y were not positive in regards to working out. They believed that the Y facilities were run down and their equipment outdated and too crowded with children and seniors.

Our strategy was to leverage the Y’s proud 165-year history of fitness and how they have evolved through the years. The campaign featured young adult members exercising with the Y’s state-of-the art equipment in the newly renovated facilities. It was the NYC’s YMCAs’ most successful campaign ever as it surpassed the new member goal by over 20%.