Ahead of 175th Anniversary, New Campaign Celebrates the New Yorkers and Communities That Define the City While Highlighting the Y’s Deep Community Connection
 

Today, the YMCA of Greater New York is launching “It Starts Inside,” a new citywide brand campaign that boldly reintroduces one of New York City’s oldest and most enduring institutions where New Yorkers find their purpose, people, and place.

Rolling out across the five boroughs this summer, the integrated campaign is a love letter to New York City and the people who make it what it is. Rooted in the belief that every New Yorker already has the strength and potential they need within themselves, the campaign highlights how the Y helps unlock that potential — creating spaces where people can build confidence, find community, and access opportunities that can change the trajectory of their lives.

Created in partnership with Accompany Creative, “It Starts Inside” debuts as the YMCA of Greater New York approaches its 175th anniversary and continues its ambitious effort to raise $175 million by 2027 to support the organization’s next era of community investment and impact.

The campaign’s films and creative assets were inspired by real stories from across the YMCA of Greater New York community. One film draws from the story of a young teen from the Bronx, who first came to the Y to play basketball with his friends before eventually earning a college scholarship. Filmed across NYC’s beaches, parks, sidewalks, gyms, and neighborhood streets throughout the city, the campaign features local actors and community members — many with personal connections to the YMCA themselves — as well as Y staff, capturing a portrait of New York that feels distinctly local, deeply human, and unmistakably familiar.

“For nearly 175 years, the YMCA of Greater New York has been a place where New Yorkers come to find community, support, and a sense of belonging,” said Sharon Greenberger, President and CEO of the YMCA of Greater New York.  “As we prepare to celebrate this milestone anniversary, ‘It Starts Inside’ reflects both our legacy and our future — a commitment to a healthier, engaged, and empowered New York. It also reflects the spirit of New York City itself — diverse, optimistic, and driven by community. In a city where nobody makes it alone, the Y has always been a place where New Yorkers find their people. This campaign strengthens that connection between the Y and New York by celebrating the role we play in the lives of individuals, families, and neighborhoods across all five boroughs.”

“’It Starts Inside’ isn’t just a tagline - it’s about changing how people think about the Y,” said Ronnie Tucker, Chief Marketing and Communications Officer of the YMCA of Greater New York. “Many New Yorkers know us for our pools, fitness facilities, and summer camps, but our impact reaches much further. Every day, the Y connects communities, supports families, helps young people gain confidence, and creates a place where every New Yorker belongs. This is also the YMCA of Greater New York’s first fully integrated brand campaign, bringing together storytelling, marketing, community engagement, and fundraising around one unified message. ‘It Starts Inside’ will continue to roll out through upcoming fundraising efforts later this year, helping more New Yorkers understand and be inspired to support the Y’s mission to strengthen the health and well-being of every New Yorker.”

Serving more than 400,000 New Yorkers across the five boroughs, the YMCA of Greater New York operates at the intersection of youth development, healthy living, and community support. The campaign reflects the organization’s broader effort to meet New Yorkers where they are through programming and spaces that respond to the realities of life in New York City.

This is the YMCA of Greater New York’s first fully integrated brand campaign, bringing together storytelling, marketing, community engagement, and fundraising around one unified message.   “It Starts Inside” will include high-impact out-of-home placements, premium video across CTV and broadcast platforms including Hulu and Disney+, paid social across Meta, TikTok, and YouTube, and programmatic and direct media partnerships including The New York Times. In the fall, the YMCA of Greater New York will extend the campaign through community and fund development channels — including email, direct mail, organic social, in-branch digital screens, posters, and flyers — to deepen engagement and drive participation across the five boroughs.

Watch the new campaign video here