YMCA is the oldest and largest youth charity in the world, set up in England in 1844. Throughout England and Wales, they operate as a federation with 101 local YMCAs. 

We were approached by YMCA to work on their new campaign Small Talks – Big Difference. A campaign promoting open conversations around mental health and guiding people on how to do this effectively. 

The new campaign would be primarily utilised by the YMCA Federation to help promote positive mental health within their organisation and their community. Asking individuals to take actions, or make small adjustments in their day to day to benefit their own mental health and the mental health of others around them.

Key guidance would be split into four sections -
Take the time
Ask twice
Learn to listen
Keep it up

The audience was all levels of YMCAs – staff, volunteers and young people (attendees of youth groups/residents etc) although not exclusive as YMCAs could also choose to promote to their wider community and partners – other organisations, businesses and schools.

Our challenge was to create a visual identity for the campaign – guidance for tone, look and feel for YMCA's inhouse designers to follow and use of photography or designed graphics as part of the brand. And finally providing assets and templates designed for print and social such as badges, t-shirts, flashcards and other various digital formats.