Everyone Has a Reason. What's Yours?
As part of an ambitious initiative to fund the construction of a new YMCA in Barrie, the YMCA of Simcoe/Muskoka partnered with 5fold to develop a capital campaign that would capture the spirit of community and inspire meaningful support. The campaign, titled 100 Reasons Y, was designed to celebrate the many ways the YMCA strengthens lives and connects people across generations.
The YMCA’s role in the community extends far beyond fitness. It provides childcare for working families, settlement services for newcomers to Canada, employment support, youth programming, and safe spaces for people to gather and grow. The 100 Reasons Y campaign aimed to bring these stories to life, showcasing the breadth of the YMCA’s impact through the voices of the people who know it best: members, staff, volunteers, and partners.
Our creative approach centred on authenticity and connection. We developed a campaign identity and messaging framework that positioned the YMCA as an essential community hub, emphasizing that everyone has their own reason for supporting it. Each testimonial highlighted a unique perspective: the parent whose child found confidence through swimming lessons, the newcomer who built friendships through community programs, the volunteer who found purpose in giving back, and the senior who discovered a sense of belonging. Together, these stories formed a collective portrait of why the Y matters.
The visual identity was designed to feel warm, inclusive, and forward-looking. Bold typography, uplifting imagery, and a vibrant colour palette brought energy and optimism to every touchpoint while staying squarely on-brand. The campaign extended across digital and physical platforms, including a dedicated website, social media storytelling, donor materials, and environmental graphics for community events and fundraising initiatives.
The 100 Reasons Y campaign embodies the YMCA’s enduring commitment to building healthier, more connected communities. It invites everyone to see themselves in the story and to recognize that the Y’s strength comes from the people it serves. More than a call to donate, it is a celebration of shared purpose and collective well-being: a reminder that there are countless reasons to give, and every one of them helps the community thrive.
