YMCA of the USA (Y-USA) and Crossroads YMCA, Inc. 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. "For a Better Us," is meant to change the perception of the Y and raise awareness of the work it does in the areas of youth development, healthy living and social responsibility to address pressing social issues in more than 10,000 communities around the country.
The campaign launches with two powerful television commercials, Places and Idle Hands, each depicting a different problem America faces today. Places highlights people who lack the opportunities and resources they need to thrive while Idle Hands explores the ways kids may fill their time when left unsupervised or unchallenged, without constructive activities. 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. The commercials will air on multiple national networks including MSNBC, CBS and TBS. You can also view the spots on ymca.net/forabetterus.
“This bold campaign underscores the importance of the life-changing work performed by Y staff and volunteers around the country,” said Kevin Washington, President and CEO of YMCA of the USA. “On a daily basis they drive the positive change and outcomes that strengthen our communities and the people who call them home.”
“The Y works to ensure all individuals have the support they need to achieve their full potential,” said Laurie A. Halaska, CEO of Crossroads YMCA, Inc. “We work here in Lake County, Indiana through our Griffith, Hammond, Southlake (Crown Point) and Whiting branches to provide services to the communities we serve. In 2015 we taught kids to swim, where we had over 2472 children in lessons from age 6 months-12 years old, prepared 551 for kindergarten through half-day preschool, and provided a safe, nurturing environment for 1053 kids in our Before and After School programs.
The "For a Better Us" campaign is a multi-year, multi-faceted effort to engage more people with the Y and its mission. It will run through 2018.
Those interested in donating to the Crossroads YMCA can visit http://crymca.org/find-a-y/get-involved/give or call (219) 750-1082