The Y, formerly known as the YMCA, appoints Zenith to media account

Australia’s YMCA, which has recently been rebranded to the Y, has named Publicis Groupe’s Zenith as its media agency of record. Mumbrella understands there was no incumbent, and Zenith has previously done project work for the brand.

Coinciding with the announcement, the agency and creative shop The Department of Creative Affairs has launched #WeAreStillHere, a new campaign for the Y that features a range of young people explaining “the power of inspired young people” in coping with the challenges presented by COVID-19.

The campaign includes a 50s TVC, and digital ads and community service announcements on Channel 10, Channel 7, WIN TV, Prime, and in News Corp’s daily metro newspapers in New South Wales, Victoria, Queensland, South Australia, Tasmania and the Northern Territory.

National chief executive of the Y, Melinda Crole, said: “Our young people have been leaders in embracing and developing online content and opportunities to connect, engage and support one another during the COVID-19 crisis.

“Feedback has been that these opportunities to connect have been a lifeline for many of our young people during this challenging time.”

Zenith Melbourne’s managing director, Megan Kay, added that the account appointment carries weight, given the importance of the Y to young people.

“As the world’s oldest and largest youth organisation, we’re proud to be associated with a brand that has stood the test of time around the world for the past 175 years,” Kay said.

“The Y is a brand that represents diversity and inclusivity, and we’re excited to be able to work with the team to communicate the organisation’s passion for supporting our youth.”


Creative: The Department of Creative Affairs, Dane Robertson and Leigh Mullens
Media: Zenith, Anita Baba and Michael Smith
The Y: National Brand and Reputation Group: Bree Godden, Emma Whale, Julie Cullen, Fiona Anderson, Dianne McDonald, Diane Shelton, and the young people featured in the Y’s first TV Ad: Hannah O’Brien, Kergen Angel, Nicole Comelli, Priyanka Dharmapalan, Hamani Tanginoa, Emily Osbourne.


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