Boy George Covers Village People Hit ‘YMCA’ In New Campaign Via Be Counsel

Boy George Covers Village People Hit ‘YMCA’ In New Campaign Via Be Counsel
SHARE
THIS



YMCA Australia has today reclaimed the Village People’s global hit of the same name, partnering with UK music legend and The Voice judge Boy George to re-create the iconic tune.

Through the re-interpretation of the iconic song, the YMCA aims to shine a light on the issues that Australia’s youth are facing today.

Boy George’s poignant version of YMCA with greater emphasis on the lyrics within the verses aims to capture the angst and despair of young people, tempered with a message of hope.

With this new version, the YMCA implores young people to speak up, and provides an online platform for Australia’s youth to contact the government on the issues they’d like addressed.

Young people are invited to visit whynot.org to send those in power a letter on the issue that matters most to them.

The inspiration for the campaign was born from new research by YMCA Australia, which revealed the primary issues facing today’s youth where they feel unheard and powerless.

Alarmingly, 74 per cent of Australians aged 13 to 22 don’t believe those in power are making the best decisions possible for the future of young people.

Additionally, 66 per cent stated that they feel their age prevents them from having a voice in society that people listen to, while 57 per cent believe social media is the only avenue to have their voice heard by society and those in power.

Of the issues that are important to Australia’s youth but feel they aren’t being heard on, youth unemployment ranked first (87 per cent), closely followed by marriage equality (86 per cent) and mental health (80 per cent).

YMCA Australia CEO Melinda Crole said the findings were a key reason behind the organisation taking such a passionate public stance through its reinterpretation of the Village People’s song.

“Young people have overwhelmingly told us that their voices are not being given a say in decisions made by governments, institutions and employers that affect their lives,” she said.

“They have ideas, energy, dreams and visions for a better future, but too many are drowning in despair because they feel ignored.

“Every day, politicians are making decisions that will impact the country and the futures of our young people without even bothering to ask them what they think, and it’s simply not good enough.”

Daniel Goodfellow, managing director of Be Counsel, said: “Campaigns like this work when there is substance underneath them. In that sense, this initiative signals a renewal for an organisation that has operated in Australia for over 150 years.

“We salute the bravery of YMCA in tackling the elephant in the room head on and embracing this song and all the powerful messages it contains.”

The ‘Why Not?’ campaign signifies a rebirth of the YMCA, currently known for ‘gyms and swims’, to an organisation dedicated to young people.

CREDITS

Marketing agency: Be Counsel

Executive creative director – Simon Hammond

Executive producer – Daniel Goodfellow

Director – Nick Sullivan

Director of photography – Daniel Coolahan

Editor – Bruce Walters

Production manager – Bronte Jovevski

Agency producer – Ryan Barwood

Communications lead – Elise Parker

Client: YMCA Australia

Executive manager of communications – Dianne McDonald

Group manager of corporate strategy – Cinzia Marrocco

Media relations: Alt/Shift

Social agency: Social Media Ready

Digital agency: Pretty Neat

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.