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

 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]