• by Fern Siegel , December 22, 2022

The second iteration of the ‘Y NYC Loves It’ campaign for the YMCA Of Greater New York debuts Dec. 26.

Accompany Creative is responsible for the spot and out-of-home ads.

The new work features a user-generated spot shot on iPhones and Go-Pros by YMCA members. It will run across various channels, including CTV/digital platforms, paid social and print/OOH around bus shelters and subway stations in the five boroughs.

The 30-second “Anthem” spot is here.

The initial work focused on concerns about safety and cleanliness, following the pandemic. The latest round targets the Y’s approach to health and community.

“We felt that an important story not often told when it comes to the Y is how it is much more than a gym to New Yorkers,” said founder-CEO Jason Keehn. “The Y is foundational to New York – it is New York’s hometown gym.”

Keehn adds the Y has a different approach to health. He says it addresses “overall health of the community … mental-health assistance, financial help, daycare and summer camps, STEM classes for kids, help for immigrants, as well as the kinds of amenities most gyms don’t offer, such as swimming pools, basketball and pickleball courts.”

According to the YMCA of Greater New York, ‘Y NYC Loves It’ is its strongest-performing membership campaign in three years, helping to exceed its 2022 membership and summer day-camp registration goals.

Ronnie Tucker, SVP-Chief Marketing and Communications Officer for the YMCA of Greater New York, says the agency understood how to “deepen the emotional connection between our brand and our community.”

Accompany Creative's client roster includes 1 Hotels, ABC Carpet & Home, God’s Love We Deliver, Levi’s, Michael Kors, NBC Universal, Nespresso and Target.