We asked people to brave the elements for the kids.

Problem

The Y supports thousands of kids in our community with its Strong Kids program. It helps kids gain access and participate in programs that encourage healthy living and build life skills. Our job was to promote the Y's biggest annual fundraising effort to get people out running or walking and get more kids into more programs.

Solution

We had some fun with the novelty of a winter run. Our creative challenged people to get out there and brave the elements. You may end up in a snow bank, but it's all worth it for the kids. The campaign used a combination of social, radio, print, and online video.