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Adapted to reflect the particularities of Québec, the campaign highlights the Y’s impact in the lives of the people it serves and in the communities where the organization is present. It conveys the notion that regardless of the obstacles or setbacks one may encounter, the Y acts as a welcoming partner, offering support, optimism, and guidance so that every person can fulfill their potential.

“By showing what is possible at the Y, we want people to discover who we really are: a charitable organization that puts human beings at the centre of its approach and that firmly believes every person should have the opportunity to let their potential shine ,” explains Stacey Masson, Vice President of Marketing and Communications at the YMCAs of Québec. “At the Y, we know that every step, no matter how small, is a big victory and that together we can accomplish great things.”

To illustrate these very points, the campaign shows examples where, with the Y’s support, people have excelled, either by learning a new language, reaching their fitness goals in the conditioning room, or simply joining a new group.

A French version of Lady Bri’s song “This Will Be the Day,” performed by Tina Leon, was written and recorded in Montréal, showing another way the campaign was adapted to the Québécois market.