YWCA Brand Campaign
For 125 years, the YWCA of Rochester and Monroe County has been a powerful resource for women and girls. Every year, they provide key services and safe housing to hundreds of women and children in crisis. But most people had the misconception that they’re a gym – a women-only version of the YMCA. To help raise awareness and generate funding, Antithesis developed a campaign that used the prevailing misconceptions about the YWCA to engage viewers. That year, the YWCA’s annual fundraiser raised 14% more in revenue, drew in over 400 first-time donors, and received seven times the amount of high-level donations as in previous years.