CHICAGO – YMCA of the USA (Y-USA) announced today it has named Edelman as its public relations agency of record, after a competitive review. As the Public Relations Agency of Record for Y-USA, Edelman will be responsible for elevating the critical ways in which the YMCA serves as a vital community asset through the development and execution of a strategic, integrated public relations and thought leadership plan for the 175-year-old iconic brand.
The Y is the leading nonprofit committed to strengthening communities by connecting all people to their potential, purpose and each other. Every day, Ys across the country work to ensure that everyone has access to the opportunities, relationships and resources necessary to learn, grow and thrive – especially in times of crisis. In the last year alone, Ys were among the first to respond to the critical needs the COVID-19 pandemic created in our communities by providing child care to essential workers, feeding children and families facing food insecurity, sheltering people experiencing homelessness, checking on seniors facing social isolation, providing virtual learning support to kids and helping ensure equitable access to information about the COVID-19 vaccines and to the vaccines themselves.
“As the national resource office for the 2,600 YMCAs across the country, Y-USA is committed to amplifying the powerful impact the Y has on the 10,000 communities we serve. We are thrilled to have Edelman as our partner as we work together to achieve this goal,” said Valerie Barker Waller, SVP and chief marketing and communications officer for Y-USA.
“As a global leader in public relations and communications, Edelman brings a range of expertise to bear – from brand building to thought leadership from its groundbreaking Trust Barometer work – to help us elevate the role the Y plays in empowering young people, improving health and well-being, and inspiring action in and across communities.”
Edelman’s team will be led by the U.S. Brand practice and include a diverse group of experts with backgrounds in earned media, journalism, creative strategy, research and multiculturalism.
“The Ys mission – to help everyone reach their full potential – is now critically important, as communities across the country continue to require more dedicated resources to help them heal, thrive and prosper,” said Kevin Cook, president of Edelman Chicago. “Edelman and the Y share many of the same values – we are honored to be their communications agency of record and excited to partner on the important work ahead.”
ABOUT THE YMCA OF THE USA
Driven by its founding mission, the Y has served as a leading nonprofit committed to strengthening community for more than 175 years. The Y empowers everyone, no matter who they are or where they’re from, by ensuring access to resources, relationships and opportunities for all to learn, grow and thrive. By bringing together people from different backgrounds, perspectives and generations, the Y’s goal is to improve overall health and well-being, ignite youth empowerment and demonstrate the importance of connections in and across 10,000 communities nationwide. www.ymca.org.
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include the Cannes Lions Grand Prix for PR; Advertising Age’s 2019 A-List; the Holmes Report’s 2018 Global Digital Agency of the Year; and, five times, Glassdoor’s Best Places to Work. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, lifestyle).