SOURCE: YMCA Canada

YMCA Canada

SOURCE: Q Media Solutions Inc.

Q Media Solutions

February 11, 2016 15:22 ET

YMCA Canada Campaign Premieres at NBA All-Star Game

TORONTO, ON--(Marketwired - February 11, 2016) -  YMCA Canada is kicking off their new campaign, It Starts Here on the hard-court at the ACC on NBA's All-Star weekend. The PSA celebrates the 125th anniversary of the invention of basketball by YMCA instructor, James Naismith of Almonte, Ontario.

The first 60 and 30 second PSAs were produced in partnership with NBA Canada and Canada Basketball and features legends who have been influential in the development of basketball in Canada. The spot, "The Dream Starts Here" also features 15 YMCA kids with images of their heroes, Andrew Wiggins, Vince Carter, Steve Nash, Kia Nurse and Bill Russell projected behind them.

For YMCA Canada's Senior VP of Strategic Partnerships & Branding, David Hughes, the launch of the campaign at the All-Star game is an honour, "The NBA is committed to the game and the community. The fact that they saw YMCA Canada as a natural community partner was humbling. They've been fantastic, from supporting the BMO NBA All-Star Kidsfest events at local Y's across Canada, to running their Jr. NBA clinics for our kids, and to participating in our 'The Dream Starts Here' campaign."

The PSA was the brainchild of Toronto's Q Media Solutions in partnership with YMCA Canada. For Producer Dorothy Engelman, this was a dream project, "We're huge basketball fans and love the YMCA's focus on character and community building."

Some of the kids that participated in "The Dream Starts Here" spot will also have the opportunity to play in an exhibition game during NBA All-Star Saturday, on Feb.13th. The kids are all huge fans of basketball and the Y. Thirteen-year old Tina Lam says, "The YMCA helped me become more confident. Now, I help my friends. Inspiring other makes me feel like a better person." Sixteen-year old Richard Ikechi, who is featured dunking in the spot's finale is at the Y every day playing ball and practicing his skills. He says the YMCA helped him be "a better communicator, a better motivator and a better me."

For YMCA's David Hughes, comments like these are inspiring. "Our brand positioning statement is 'further together.' The power of community that's found at the Y, for people of all ages and abilities, is a critical differentiator and is helping advance the health and wellbeing of Canadians in every way."

The It Starts Here campaign will continue to roll out over the next year featuring other programs that start here at the YMCA, including swimming, child care, camp and more.

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Embedded Video Available: https://www.youtube.com/watch?v=yUuObMExh4k&feature=youtu.be

Contact Information

  • To learn more about the event or campaign or to request an interview, please contact
    Christine Harris
    Marketing Manager
    YMCA Canada
    Email: christine_harris@ymca.ca
    T: 416-967-9076 
    C: 647-534-8789

    Dorothy Engelman
    Producer
    Q Media Solutions
    Email: de@qmediasolutions.com