Through their various business units, YWCA Minneapolis has been working to eliminate racism and empower women in Minnesota since 1891. Last year we were faced again with the challenge of uniting those business units into one overarching brand image campaign.
With the new look and feel, the goal was to bring awareness to all that YWCA Minneapolis does, from empowering women and girls to fighting for racial justice, and spread the message that joining makes you a part of all of it. That thinking led to the creative direction: BE A PART.
However you participate at YWCA Minneapolis, you’re a part of JUSTICE, EQUITY, DIGNITY, INCLUSION, GROWTH, and more. By placing members in an environment with these words, that idea comes across without needing to say anything more. The simplicity of the idea won everyone over, and it laddered up perfectly to the campaign, Making a difference. That’s the difference™.
We took inspiration from popular fitness brands with simple, bold and eye-catching design language to position YWCA Minneapolis as modern and updated, while still keeping the warm and inclusive feel with the photography choices we made.
We created videos, billboards, social posts, bus backs and more to generate awareness of YWCA Minneapolis’ mission and drive participation in their early childhood programs, fitness programs, and DEI consulting.
Since it began in December, the campaign has generated over 5.8 million digital Impressions, conversion rates from paid social ads are up 207%, and web traffic is up 16%. And to look at what really matters, the organization saw a 49% increase in fitness memberships sold compared to the same period last year, showing how campaigns like these can help drive behavior change.
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Thanks for reading!