ymca of metropolitan los angeles

BACKGROUND:   When the pandemic hit Los Angeles' under-serviced communities ... it hit hard. The YMCA of Metropolitan Los Angeles immediately leapt into action turning their 26 branch locations into community resource centers providing food, health services, free child care for essential workers, showers for the homeless, distance learning hubs, free WIFI, and more. When in-need communities faced challenges, the YMCA-LA provided constant solutions and resources to not only help them during difficult times but to also aid in post-pandemic recovery. 

Project in collaboration with Levit & Fixt.

STRATEGY:  

• Created curated media lists for best possible results
• Media pitches and news alerts written to focus on mission and community first, brand second
• Worked closely with media outlets to provide information and visuals to tell the story of the challenges facing in-need communities and the solutions the YMCA-LA provides 

RESULTS: 

• Over 435 million media impressions in one year.
• Top line (multiple) media placements in local and national media outlets. 
• Consistent media coverage established the YMCA-LA as trusted leaders in the community and purveyors of social equity in areas hard-hit by the pandemic.