CASE STUDY > YMCA OF THE CAPITAL AREA
FIND YOUR Y
Local creative transforms a community cornerstone and inspires a national campaign.
The Opportunity
There's more to the Y than meets the eye.
The YMCA of the Capital Area offers far more services and initiatives than other facilities. The “new” Y needed a campaign to excite and educate locals, elevate the brand image, and tell the story of its impact on the community.
THE INSIGHT
It’s more than a gym — it’s a community.
From child care to cancer support services, YMCA of the Capital Area allows members to be a part of something bigger, while also providing state-of-the-art fitness centers and training. It’s for anyone seeking purpose, personal growth, and a sense of pride in serving Greater Baton Rouge.
HOW WE MADE IT SIXY
Find your ‘Y’: A path to your better self.
Red Six Media developed a creative campaign that allowed community members to tell audiences exactly why they joined the Y — and it turns out there are more reasons than you’d think.
The “Find Your Y” campaign centered around video production and OOH placements that encourage you to find your own reason to join. By featuring people from all walks of life engaging in a wide range of activities, we created a campaign that is inclusive, informative, and inspirational.
HOW WE MADE IT SIXY
Find your ‘Y’: A path to your better self.
Red Six Media developed a creative campaign that allowed community members to tell audiences exactly why they joined the Y — and it turns out there are more reasons than you’d think.
The “Find Your Y” campaign centered around video production and OOH placements that encourage you to find your own reason to join. By featuring people from all walks of life engaging in a wide range of activities, we created a campaign that is inclusive, informative, and inspirational.
CREATING HAPPINESS
Find Your Y goes national.
Our campaign was recognized many times over for its quality creative, but the truest testament to its impact is not measured in awards.
Since our creative was launched in 2022, “Find Your Y” has been adopted as the national YMCA campaign that is running to this day.
Mosaic Award for Diversity, Equity & Inclusion
In addition to three Gold awards for integrated advertising campaign, video direction, and local TV commercial, the Find Your Y campaign was also awarded the Mosaic award for diversity, equity and inclusion by the American Advertising Federation of Baton Rouge.
National Gold Telly for Nonprofit Storytelling
The “Find Your Y” television commercial was awarded a Gold Telly in the non-profit category as well as a Silver Telly for commercials in the Fitness, Health and Wellness space.
