Some civilians may be surprised to learn that the YMCA is more than just a neighborhood swim-and-gym. Offering a variety of programs and services, it is truly a community institution serving not only children, but all members of the family. Using their existing brand, TMG was charged with developing campaigns and messaging for the Y. One of our most recent efforts involves a comprehensive online, radio, print and outdoor campaign promoting the Y’s summer camp program. Using imagery and language that supports character growth amongst a diverse population, our campaign is a springboard for enrollment in all of the Y’s day and summer programs. We’re also publicizing their “Try it Tuesdays” initiative, which offers a free trial session of YMCA facilities in June.