CASE STUDY
YMCA NORFOLK

Changing perceptions of the longest-standing youth charity in Norfolk.

A brand awareness campaign to demonstrate the impact of YMCA Norfolk’s services upon so many.

THE CHALLENGE

YMCA Norfolk is part of the largest youth charity in the world. The branch of the charity which was later to become YMCA Norfolk was established in Norwich in 1856, and the charity has been at the heart of the community, evolving its services to meet the needs of the time ever since. However public perception of the charity hasn’t evolved at the same rate and many people within the community are unaware of the breadth of services the charity offers and who it offers them too.

OUR APPROACH

After a rapid pulse survey, we worked alongside the YMCA Norfolk team to understand the core services that the charity delivers to the community, and uncovered the impact that it was making to the day to day lives of so many. This insight helped us create a proposition and brand awareness campaign theme that could highlight not only the services, but the people delivering them and the individual stories of support.

THE SOLUTION

The campaign theme, Thanks YMCA uses quotes from service users thanking individual staff members or volunteers to highlight the many ways YMCA supports the people of Norfolk. Demonstrating that YMCA Norfolk is so much more than housing for the homeless, the charity’s mission is to break the cycle of homelessness. From cafes to childcare, accommodation to mental health support, YMCA Norfolk is committed to supporting the local community, the place we call home.

Three YMCA posters in a window

The campaign proudly celebrates the staff and volunteers with its bold photography style, making them the hero. Paired with the bright and eye-catching YMCA colour palette with colour coding for the work areas to help identify the support service being described. 

The campaign toolkit produced, gives YMCA Norfolk the tools and assets needed to roll the campaign out across web, social, print and out of home, along with the flexibility to update the messaging in-house as more staff and volunteer messages of thanks come in. 

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