On this Thanksgiving Eve I thought what a better time to share a story about a big brand that is doing its part to bring a sense of community back to all of us who live in the U.S. And perhaps those around the world will feel inspired as well.
The brand in question is the YMCA or simply The Y. One of the nation’s leading non-profits, they want to bring communities together, strengthen their bonds, and unite the “Us” in neighborhoods across the country. The reason why? Over the past year, communities across the country have been challenged by increasingly high levels of negativity and tension.
Earlier this year they launched the second phase of its nationwide multi-media positioning campaign, “For a better us.” which included the debut of a new, powerful commercial entitled “Us” which takes viewers on a journey that explores what the idea of “us” means in our country, the ways in which our bonds are fraying, and how the Y helps make them whole again through safe spaces, community outreach, mentorship, volunteerism and more.
The “Us” spot builds off previous spots “Places” …
… And “Idle Hands,” each of which depicts different problems communities face today and how the work of the Y helps.