The Y Australia unites 11 associations under one brand

The campaign aims to broaden perceptions of the organisation beyond sport and recreation, highlighting its role in building community connections, fostering belonging and helping people realise their potential.

Think HQ has developed “It Starts Here”, The Y Australia's first unified national brand platform, bringing together 11 member associations under a single brand proposition.

The campaign marks one of The Y Australia's most significant national brand initiatives in around a decade. Drawing on the organisation's 175-year history in Australia, the platform puts people and community experiences at the centre of its communications.

Think HQ develops a unified brand platform for The Y

The agency was tasked with creating a scalable national creative platform that could represent The Y's diverse services and programmes while giving its member associations the flexibility to adapt the brand for local communities.

The campaign targets Australians aged 16 to 45, particularly those seeking accessible ways to connect with their communities amid increasingly busy lives. Through “It Starts Here”, The Y aims to demonstrate the breadth of its work and strengthen its relevance to contemporary Australian audiences.

National campaign spans digital, video and out-of-home

The integrated campaign will run across broadcast video-on-demand (BVOD), subscription video-on-demand (SVOD), social media, online channels and out-of-home (OOH) advertising. Placements include arterial billboards, transport advertising and digital displays in shopping centres.

The media rollout includes 10 Play, 9Now, 7plus, SBS On Demand, Netflix, Prime Video, Disney+, Binge and Kayo, alongside Meta and ChatGPT. The campaign is scheduled to run until June 2027.

Creative assets support national and local campaigns

Think HQ developed six creative variations for OOH and static social media, alongside a 30-second film for BVOD and SVOD. The agency also created brand templates that allow The Y's member associations to extend the national platform through state-based campaigns.

Sam McCarron,Creative Director, Think HQ: “The Y has been part of Australian communities for 175 years, but there’s so much more to the organisation than many people realise. ‘It Starts Here’ gave us an opportunity to bring that breadth to life through a single national idea that feels human, relevant and grounded in the experiences of real communities.

“It’s been around a decade since The Y has undertaken a national brand campaign of this scale, so it’s been a privilege to work with the team on such an important piece and create a platform that can grow with the organisation.”

The Y aims to strengthen its national brand identity

The campaign brings the organisation's 11 member associations together under a common proposition while allowing them to reflect the diversity of the communities they serve.

Vanessa Heron, Head of Brand and Marketing, The Y Australia: “Working with Think HQ on ‘It Starts Here’ has been a genuinely collaborative process. With 11 member associations and communities right across Australia, creating a platform that could bring everyone together while still reflecting the breadth and diversity of The Y was incredibly important to us.

“Think HQ understood that challenge from the outset and became a trusted partner throughout the journey. We’re incredibly proud of where we’ve landed and excited to show Australians what The Y means today.”

www.the-y.org.au

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