Introducing A New Generation To An Icon
YMCA
Throughout the 70‘s and early 80‘s the Lakewood YMCA, located in a challenging neighborhood of Durham, NC brought together people of various races and cultures. It was a true community hub that provided a sense of belonging. Amidst dwindling attendance and the inability to fund much-needed repairs, Lakewood’s doors were closed in favor of a new YMCA facility a few miles away. Coming full circle, we were tasked with developing a campaign to re-launch the Lakewood YMCA. Relying heavily on nostalgia and the story of Lakewood’s significance, we introduced a whole new generation to this community icon with a “throwback” campaign.
