THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 2.13 | Our verbal identity guidelinesExternal audiencesMedia ContactsTone of voiceKey messageImportantsub-messagesProof pointsConfident, expert, leadership, impactful, inspiring, relevant, solutions-focused, credible, transparent, human andpersonalized, engaging, enthusiastic, inclusive, uses relevant Y participant examples and storiesThe Y helps strengthen our community and communities across Canada• The Y is an efficient and effective charity whose mission is to build stronger kids, families and communities across Canadathrough programs and advocacy• The Y is a charity that has the trusted relationships with major corporations, government and other community andNFP organizations as well as the local physical presence to deliver lasting personal social change and address urgentcommunity problems• The Y helps children and youth, and people of all ages lead healthier and more productive lives regardless of theirbackground or financial situation• The Y has the resources to respond to our community needs as well as those of more than 1,000 Canadian communities• The Y is an inclusive and diverse association of people who passionately support our community• The Y helps make our community/Canadian communities a better place to liveImpact: overall, specific program impact on individuals and community, specific campaigns, $ buyCommunity: partnerships and activities, historyResources: effectiveness and efficiency, process, funding, use of funds