Founded in 1844, Central YMCA focuses on improving and changing the lives of thousands of young people every year, through health and wellbeing services, training and development programmes, and accreditation schemes.
Through its four divisions – YMCA Awards, YMCA Fit, YMCA Training, and YMCA Club – the charity tackles some of the nation's most crucial issues, including youth unemployment, health, physical activity, and social issues.
The organisation has appointed PR Agency One to help to reposition the brand by moving away from historical connotations of the YMCA, to being synonymous with professionalism, efficiency and effectiveness. The agency will also help to raise awareness of Central YMCA's separate business divisions, by helping to increase the awareness and uptake of the services they provide.
James Crawford, managing director at PR Agency One, said: “Central YMCA is a well-known and recognised charity that is committed to transforming the lives of young people – and we are very proud to be working with them. Following six months of undertaking project-based work for them, we're delighted to have become their retained PR agency.
"As part of our remit, we'll not only be looking to increase awareness of the great work that the charity does, but also helping to improve the brand's online visibility – a crucial aspect in any organisation or business' strategy”.
James Brotherhood, marketing director at Central YMCA, added: “PR Agency One were recommended to us because of their specialist in knowledge in digital PR and delivering great results. Our current campaign to reposition the YMCA brand and increase awareness of the four different elements of the business is the next step in our growth strategy and we are delighted to have the agency on board to help”.
