‘It Starts Inside’ —YMCA to NYC Transit

The YMCA of Greater New York has expanded its ‘It Starts Inside’ campaign, developed in collaboration with purpose-led creative agency Accompany, with a new out-of-home activation across New York City transit.

Live November 1 and running through the end of the month, the campaign appears on OUTFRONT Livecard screens across multiple MTA subway lines, as well as through an OOH takeover at the Staten Island Ferry terminal.

The campaign aims to shift perceptions of the Y beyond fitness, highlighting its broader impact across youth development, health and wellness, education, food access and career readiness. Following an initial campaign that drove a reported 30% increase in fundraising, this latest wave builds on that momentum ahead of the holiday giving season.

The broader campaign also includes broadcast and connected TV, paid social, programmatic and digital partnerships, with a subsequent targeted fund development media buy designed to turn increased awareness into action.