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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
