YMCA of the USA (Y-USA) launches the second phase of “For a better us,” a multimedia positioning campaign that focuses on nationwide unity and strengthening community bonds through programs and resources available at 2,700 Ys across the country. The campaign, which debuted in 2016, aims to change perceptions about the Y and raise awareness that the Y is one of the most effective and enduring nonprofit organizations in the country. In more than 10,000 communities across the country, the Y focuses on strengthening community through youth development, healthy living and social responsibility.
A key component in the campaign's brand new phase is this anthem TV spot titled “Us” which takes viewers on a journey that explores what the idea of “us” means in our country, the ways in which our bonds are fraying, and how the Y helps make them whole again through safe spaces, community outreach, mentorship, volunteerism and more.
Malik Vitthal of The Corner Shop directed the :90 “Us” for Droga5 New York.
Credits
Client The Y Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Kevin Brady, executive creative director; Casey Rand, Karen Short, group creative directors; Gabe Sherman, copywriter; Gage Young, art director; Patrick Newman, James Gross, jr. copywriters; Sonja Johnson, Gianna D’Amico, jr. art directors; Sally-Ann Dale, chief creation officer; Jesse Brihm, Bryan Litman, co-directors of film production; Gabija Blake, producer, film; Tony Xie, associate producer, film; Mike Ladman, music supervisor. Production The Corner Shop Malik Vitthal, director; Ashley Connor, DP; Anna Hashmi, exec producer; Jennifer Duffy, producer. Editorial Work Editorial Adam Robinson, editor; Theo Mercado, assistant editor; Erica Thompson, exec producer; Sari Resnick, producer. Postproduction Blacksmith Charlotte Arnold, exec producer; Alexa Mauro, producer; Daniel Morris, lead 2D artist; Steve Koenig, Margolit Steiner, Jay Lee, 2D artists. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Music Minbal Benjamin Balcom, composer. Sound Sonic Union Michael Marinelli, mixer; Patrick Sullivan, Justine Cortale, producers.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
