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 2.19 | Our verbal identity guidelinescreating headlinesThere is not one formula for creating strong headlines.Headlines for communications should be:• High impact• Engaging• Give the audience a reason to continue readingDO:• Communicate a benefit that the Y offers the audience,e.g., ”YMCA. Inspire peace”• Highlight an important need of the audience,e.g., “Imagine a world at peace”• Communicate a “higher ideal”,e.g., “When given a chance, our youth can change the world”• Communicate a call-to-action,e.g., “Help us create a peaceful solution”DON’T:• Use the name of the program or campaign,e.g., ” YMCA Youth Peace Network”