War Poems for Today’s Youth

For 178 years, YMCA has supported people through some of the toughest moments in history and today strives to give young people safe spaces to feel secure when they have no one else to turn to. The brief sets out to garner support from a younger audience and encourage online donations, through an omnichannel media mix that includes at least one element of letter box media.

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Today's youth experience greater stress levels than those endured during the World Wars, a stark reality. This poignant statistic has served as the inspiration behind a YMCA campaign designed to garner donations beyond the holiday season. We rewrote renowned war poems to acknowledge the diverse struggles faced by today's young generation, while also illustrating the invaluable support provided by the YMCA.‍

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Shortlisted - Creative Futures: The Omnichannel Marketing Excellence Award