The Y Embarks on Its First National Advertising Campaign
By ALINA TUGEND
The Y.M.C.A. — or the Y as it is now known — has existed for more than 160 years and has never felt the need to advertise. After all, even without the help of the ubiquitous song from the Village People, most people know what the Y is.
Or they think they do. Concern that the public has misconceptions about the Y’s mission and programs has spurred the nonprofit to undertake its first national advertising campaign.
On Sunday night during “60 Minutes” on CBS, the Y unveiled two commercials as part of a rebranding effort that aims both to change the way the public perceives the organization and to raise money.
“Lots of people know and like the Y,” said Kevin Washington, the president of the Y-USA. “But they see it as a gym and swim place. We’re also a charity, and that is the missing ingredient. We want people to realize that we’re deserving of their charitable donations.”
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