The Y Calls for Unity in America With Another Powerful Ad From Droga5

The Y (formerly known as the YMCA) is using some pretty striking imagery in its latest campaign from Droga5 to call on the country, which feels more divided than ever, to band together and unite. This is the Y's second major national advertising effort, following its first big Droga5 campaign last year. That campaign took a look at underserved communities and the young people living in those neighborhoods. Now, the organization is back with an equally powerful new campaign, themed "For a better us." A 90-second spot starts with images of unity–a family eating dinner together, children standing for the Pledge of Allegiance–but things take a turn when it starts to depict the current state of the U.S. "Us, is all of us. Different looks, different voices, one sacred bond. But right now, that bond is fraying," the narrator says. [kickout id="1"] "For a better us" uses some compelling images to show that fraying, drawing on common themes you might notice pretty frequently in the news these days. There are depictions of xenophobia, riots in the streets, protests and cyberbullying. But there's a light at the end of the tunnel—the Y. While the Y is hoping to spread messages of inclusion and acceptance, the main purpose of the ad is to call on the country to support the organization at a time when it seems to be needed most. "For a better us, donate to your local Y today," the spot concludes. (The donation link YMCA.net/Give appears at the end of the ad as well.) The campaign also includes a social media component under the hashtag #SelfieWithSomeoneNew. The Y is asking its members to expand their horizons and meet new people—get to know a bit about who they are, where they come from and what their story is. And yes, take photo with them to share. The members are then encouraged to post the selfies on Twitter, Instagram and Facebook. "The goal is to have Y members share each of your stories and why it's important to engage with fellow members of your community and what it means to come together at the Y," a Droga5 spokesperson said. CREDITS Agency Droga5 NY Creative Chairman David Droga Chief Creative Officer Ted Royer Executive Creative Director Kevin Brady Group Creative Director Casey Rand Group Creative Director Karen Short Copywriter Gabe Sherman Art Director Gage Young Jr Copywriter Patrick Newman Jr Art Director Sonja Johnson Jr Copywriter James Gross Jr Art Director Gianna D’Amico Chief Creation Officer Sally-Ann Dale Co-Directors of Film Production Jesse Brihn, Bryan Litman Producer, Film Gabija Blake Associate Producer, Film Tony Xie Music Supervisor Mike Ladman Director of Business Affairs Jocelyn Howard Integrated Business Affairs Manager Keith Marman Associate Director of Interactive Justin Durazzo Executive Producer, Interactive Tasha Cronin Executive Producer, Experiential Bo Djogo Producer, Interactive Aaron Matys Director of Art Production Cliff Lewis Art Producer Nichole Katsikas Global Chief Strategy Officer Jonny Bauer Co-Head of Strategy Colm Murphy Strategy Director Jennifer Lange Head of Communications Strategy Colleen Leddy Senior Communications Strategist Hillary Fink Communications Strategist Mark Longacre Chief Intelligence Officer Amy Avery Senior Data Strategist Brad Mumbrue Junior Data Strategist Alexandra Grant Head of Account Management Dan Gonda Account Director Amanda Chandler Account Manager Susannah Wherry Project Manager Meredith Robinson Client The Y SVP, Chief Marketing Officer Valerie Waller Creative Director Wendy Currie Marketing Director Joi Freeman Graphic Designer Yoshiki Araya Video and Multimedia Producer Jeff Saunders Communications Manager, Marketing Communications Dorothy Mora Production Company Corner Shop Director Malik Vitthal DOP Ashley Connor Executive Producer Anna Hashmi Producer Jennifer Duffy Editorial Work Editorial Editor Adam Robinson Assistant Editor Theo Mercado Executive Producer Erica Thompson Producer Sari Resnick Post Production Blacksmith Executive Producer Charlotte Arnold Producer Alexa Mauro Lead 2D Artist Daniel Morris 2D Artist Steve Koenig 2D Artist Margolit Steiner 2D Artist Jay Lee Color Company3 Colorist Tom Poole Producer Alexandra Lubrano Music Composition Minbal Composer Benjamin Balcom Sound Sonic Union Mixer Michael Marinelli Radio Mix Paul Weiss Producer Patrick Sullivan, Justine Cortale Photographer Landon Speers Production Company Urban NYC

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The Y Calls for Unity in America With Another Powerful Ad From Droga5

A new :90, plus a request to take a #SelfieWithSomeoneNew

Katie Richards

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Katie Richards