Connecting with your roots.
It’s not unusual for an organisation to pivot and become more complex over the years and look back at their original mission with nostalgia. Why did we move away from that and who are we today? The YMCA in Australia is one of the largest service providers to all ages and naturally came to ask itself, how are we representative of young people today? Over 12 months an internal council was charged with answering this question with the first piece of public work being the Why not? campaign launched in July, 2017.
Why more than an MVP?
Time was against us when Pretty Neat was contacted to bring the campaign to life online. A new cover of the classic YMCA track by the Village People was being crafted by an unknown celebrity and a campaign aesthetic had been decided. Beyond that we had a large blank post-it pad to play with and under a week to go live. We began with user stories for the campaign and outlined the most likely actions by young people. Within two days we had concepted and tested some simple user flows online and had feedback to base major website functions on. Site design, copy and markups were completed and reviewed by YMCA within three days. Development took just over three with approval to go live coming in under the week. Our minimum viable product was ready.