The YMCA in Australia, recently rebranded as the Y, has appointed Publicis’ Zenith to manage its media account. The announcement coincides with the launch of the youth organisation’s new campaign #WeAreStillHere, as part of efforts to help young people stay connected and have their voices heard during the COVID-19 lockdowns.
Created by Zenith and The Department of Creative Affairs, the campaign includes digital ads and CSAs on Channel 10, Channel 7, the WIN TV, Prime TV, and News Corp’s metro daily newspapers in NSW, Victoria, Queensland, South Australia, Tasmania and the Northern Territory. The Y’s national CEO Melinda Crole said the ads feature the faces and voices of young people from the Y who have already been inspiring others by “stepping up with compassion and creativity”.
“Our young people have been leaders in embracing and developing online content and opportunities to connect, engage and support one another during the COVID-19 crisis. Feedback has been that these opportunities to connect have been a lifeline for many of our young people during this challenging time,” Crole said.
Megan Kay, Zenith Melbourne MD, added: “As the world’s oldest and largest youth organisation, we’re proud to be associated with a brand that has stood the test of time around the world for the past 175 years. The Y is a brand that represents diversity and inclusivity, and we’re excited to be able to work with the team to communicate the organisation’s passion for supporting our youth.”
CREDITS
Creative: The Department of Creative Affairs, Dane Robertson and Leigh Mullens
Media : Zenith, Anita Baba and Michael Smith
The Y: National Brand and Reputation Group: Bree Godden, Emma Whale, Julie Cullen, Fiona Anderson, Dianne McDonald, Diane Shelton, and the young people featured in the Y’s first TV Ad: Hannah O’Brien, Kergen Angel, Nicole Comelli, Priyanka Dharmapalan, Hamani Tanginoa, Emily Osbourne.
