New Commercials Highlight Y’s Social Programs

Hoping to inform potential donors about its charitable work, the Y ran two commercials Sunday night as part of its first national advertising campaign, reports The New York Times. The commercials emphasized the services Y branches provide low-income communities.

The campaign is part of efforts at the nonprofit — formerly known as the YMCA — to rebrand itself as a social movement instead of simply a gym and swim club. In addition to the television commercials, the Y created interactive online ads that will appear in the digital version of The New York Times next to articles related to its mission.