The Y Australia launches "It Starts Here" national brand platform via Think HQ

The Y Australia has launched “It Starts Here”, a unified national brand platform that looks to shift perceptions of the organisation beyond sport and recreation, developed by Think HQ.

The campaign brings The Y’s 11 member associations under a single brand proposition and is one of the organisation’s biggest national brand campaigns in around a decade.

“It Starts Here”, launched on October 11, positions The Y as a place where Australians can connect with their communities, build a sense of belonging and realise their potential. It draws on the organisation’s 175-year history in Australia and puts real people and community experiences at the centre of the story.

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Sam McCarron, Think HQ Creative Director, said: “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.”

Vanessa Heron, The Y Australia Head of Brand and Marketing, said: "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.”

It will run nationally across BVOD, SVOD, social, online and out-of-home, including arterial billboards, transport placements and digital displays in shopping centres. Media placements include 10 Play, 9Now, 7plus, SBS On Demand, Netflix, Prime Video, Disney+, Binge and Kayo, alongside Meta and ChatGPT.

Think HQ produced six creative variations for OOH and static social, a 30-second film for BVOD and SVOD, and a suite of brand templates that member associations can use to run their own state-based campaigns.

Credits:

The Y
Executive General Manager - Advocacy and Brand Impact: Kirstie McCosh
Head of Brand and Marketing - Vanessa Heron

Think HQ
Client Partner - Rose Harvey
Creative Director - Sam McCarron
Creative Strategist - Kate Shelton
Senior Art Director - Mathew Hine/Camilo Suarez
Senior Copywriter - Tosh Greenslade
Executive Producer - Caitlin Clarke
Senior Producer - Callum Yeo
Production Supervisor - Maisy Sutcliffe
Director - Andy Diprose
Director of Photography - Alexander Naughton
Offline Editor - Nic Song
Online Editor - Tim Egan
Sound Design - Adam Dixon-Galea
Graphic Design - Steven Curcio