One of the world’s most enduring brands, the YMCA came to The Be Counsel in 2016 in a quest to rediscover their relevance in a fast-changing world. Through the Be Session process the organisation found they must return to the original purpose as a passionate advocate for young people. Reinvigorated by a return to this all-encompassing belief, the YMCA wanted to communicate this powerful shift at its national convention. The aim was to share stories from a diverse group of incredible young people to demonstrate the Y’s belief that young people have and always will shape the future – but only when they’re inspired and empowered.
