The YMCA of Greater Toronto is focusing on the struggles of everyday people with the latest execution of its Shine On brand.

Called “Obstacles 2.0,” the newest campaign is a fresh iteration of work that the non-profit first launched last year, and was developed with creative partner Outpost379. The effort is anchored by a video that outlines an overarching message that the Y believes that, with support, it can help people overcome challenges in their life – including hardships that were exacerbated by the pandemic years.

“The challenges that come after several years of a global pandemic are definitely playing a big part in the increased importance of community in people’s lives right now,” Nora Gorman, SVP of marketing communications for YMCA of Greater Toronto, tells strategy. “We believe that now more than ever, people need support, positivity and guidance to reach their full potential and find a sense of belonging.”

The campaign zeroes in on several of the most prominent issues facing people of all ages today, including youth homelessness, struggles finding employment, as well as physical and mental health problems – and how the Y can help people grapple with those struggles through its varied offerings.

“The hero video is just one step in highlighting the many Y services and programs that can help people boost their wellbeing, not just physically and socially, but mentally as well,” explains Gorman. “It’s all part of our charity’s commitment to help individuals overcome the barriers they face in their own lives.”

“Obstacles 2.0” features both actors and actual staff of the YMCA, as well as individuals from the community. That authentic involvement is a key element of the campaign, because the Y “wanted to feature stories our charity sees regularly.”

“Our programs make a significant difference in the lives of hundreds of thousands of people across the GTA,” Gorman says. “But that’s only possible because of the dedication of our employees and volunteers.”

The campaign will run for the next year and is rolling out across TV, radio, digital and OOH. The buy is heavily weighted on the first four months of the run.

The non-profit will follow up with a survey later this year to “measure people’s understanding of the Y as a charity and the breadth of programs and services we provide” in order to gauge the success of the campaign, Gorman says. It is also monitoring new program registrations and donations.

Scouts Honour handled video production, while Outpost379 is also handling media.