YMCA: Activating a Classic Brand

In our comprehensive work to help the YMCA of the USA establish leadership in the health and wellness arena, we furthered awareness of “Activate America,” a community partnership to promote healthy living, and breathed new life into the14-year-old Healthy Kids Day.  We secured a $1.5 million national media partnership with the Disney Channel, including visibility-enhancing elements, such as a 30-second PSA promoting the Y’s annual event and a limited-edition poster that offered Kim Possible (Disney’s can-do” action heroine) and YMCA’s Healthy Activity Tips and hat was distributed to media and to local YMCA’s.