• by Larissa Faw , June 29, 2016

The YWCA Metropolitan Chicago is celebrating its 140th anniversary with the "Without the W" campaign that plays off the W in its name to challenge conventional wisdom about the "swim and gym" organization.

Developed with agency VSA Partners, the creative showcases the role women play in communities by removing the the "W" from iconic Chicago landmarks and communities, such as “Windy City,” “Lakeview” and “Englewood.” The missing letter is designed to encourage viewers to ask: what if, suddenly, the women were gone? What would our city look like? What would become of our city? How would we move forward? asks the agency. See creative here, here, here and here.

The campaign appears via out-of-home, print, digital, along with event activation. YWCA will “take over” the Chicago Sky basketball game on July 10, with a meet and greet with player and YWCA-supporter, Imami Boyette.