YWCA of Calgary conducts 100th anniversary campaign
By Adnews Staff
The YWCA of Calgary has begun a campaign called "100 Ws, 100 stories, 100 years" intended to raise awareness of the organization's 100th anniversary and to encourage donations. The campaign, developed by Venture Communications, includes newspaper, television, radio and out-of-home advertising, as well as social media activities. The outdoor placements include a maroon-coloured six-foot-tall letter "W" that will be installed at various locations around the city during the campaign, as well as numerous smaller versions of the letter displayed in public spaces. Each letter is intended to represent the story of someone who has been helped by the YWCA over the past 100 years. "We understood that the YWCA needed to connect with Calgarians in a new and meaningful way and explain how its work differs from the work of the YMCA," said Paul Hains, community creative lead at Venture Communications. "We worked closely with the YWCA to develop a campaign which put them centre stage and in the consciousness of citizens. We wanted the work to captivate and engage citizens by telling stories and weaving in the significance of the YWCA's Centennial anniversary through all of our communications."