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The Y shines a spotlight on America's forgotten communities, and how important the nonprofit's youth development work can be to their social fabric, in its first-ever national ad campaign, breaking today from Droga5.
Two new 60-second spots have a cinematic feel yet are grounded in their approach as they explore the landscapes and characters of such communities, featuring actual residents—no actors—to achieve an authentic depiction.
The spots, "Places" and "Idle Hands," tackle separate issues.
"Places" looks at underserved neighborhoods in America and how the the Y (which adopted its nickname, short for YMCA, as an official moniker during a 2010 rebrand) is there on the ground every day, offering safe spaces, mentorship, healthy meals, education and more.