PR Case Study: YMCA Thought Leadership Campaign

Our brief

Central YMCA is one of the UK’s leading youth charities, providing support for young people across the UK, including apprenticeships and training.

Central YMCA wanted to raise awareness of its brand and the work it does with young people. The organisation also wanted to change perceptions about its purpose amongst young people, parents, teachers, youth workers, and the Government, so everyone connected to Central YMCA understood its relevance in the 21st Century.

Our campaign

We created a thought leadership report that examined the big issues facing 16 – 25 year olds in the UK today.

We undertook research with 1,600 young people to compile the ‘World of Good’ report.

The report was presented at a Parliamentary reception at the House of Commons, which welcomed leading MPs, as well as current and potential partner organisations.

The launch of the report was backed by a national and vertical sector media relations campaign.


Online and print articles: 40

Coverage highlights: Huffington Post, The Telegraph, Daily Mail, The Independent, Daily Star, Education Today, Female First, Educator, Changeboard, Third Force News

Following the launch of the report, Central YMCA was able to strengthen existing partnerships and build new ones with relevant organisations and MPs. The report was also cited in speeches by some of the MPs who attended the Parliamentary reception.

Posted by

    Get in touch

      Related Content

      Google Map Manchester
      Google Map London