Challenging An Outdated Brand Vision;  The Y Is For The Younger Generations. 

Assisting The Y to establish a brand strategy to bring awareness to their mission: ‘To empower children, young people and communities Australia-wide to build a just, sustainable, equitable and inclusive world, where every person can thrive in body, mind and spirit.’

Together we developed a strong EVP as a key integral part of the brand strategy to help The Y become employer of choice for the younger generation. To mobilise this into fruition, we needed to create a strong brand awareness campaign which showcased The Y as the employer who empower them to have a part to play in a brighter future. Speaking to their key objective to ‘Amplify the voices of young people as agents of change’, we wanted to create a feeling that the Y would advocate for you as a younger member of society.

We then crafted a provocative, tongue-in-cheek awareness campaign to play with the irony of real world inter-generational messaging. An opportunity for The Y to put their flag in the ground, and firmly place themselves as a voice for the youth. Playfully tackling labels like ‘lazy entitled generation’ and ‘fragile snowflakes’ often thrown out by jaded, disconnected boomers.