How does the YMCA compete against the many, many gyms that feature spandex perfection? By showing that being a member of the Y can come in handy in any situation. Whether it’s getting in shape, doing good for the community, avoiding being kidnapped by aliens or outwitting mobsters, there’s always another reason Y.

Results: Consecutive yearly increases in memberships since the campaign started.

YMCA

Brand Another reason Y

Radio

Before we introduced Another reason Y we did some fun spots that I just like, so here they are.

Recognition: Radio Mercury Finalist, The Show Bronze

Team: Melissa Tresidder CD/AD, Charlie Tournat CD/CW, Chris Preston ECD/CW

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